The Brief: Land Rover had outstanding stock of the current Discovery model which had to be cleared by the end of the year before the new model arrived.

Prospects are hesitant to buy now because of a pending revision for import car purchases, which will remove the Import Permit surcharge in 2005.

Land Rover offers a return trip to the UK to visit Land Rover's Experience - Home of the Legend.How to change prospects' attitudes from "wait and see" to "can't wait to see" and Experience Land Rover. How to motivate purchases via a unique offering only Land Rover could credibly deliver.