Every Land Rover owner automatically becomes a member of Land Rover’s own customer club “Summit”. Special travels, selected co-operation offerings and exclusive Land Rover events form the framework of this club – advertised via a welcome brochure and a periodical magazine.The real Summit club nevertheless is placed online, with a website that motivates the visitors to join in and that fills the brand claim “go beyond” with life.

“Go beyond” stands for exploring one’s own limitations and – if desired – crossing the line. A slogan, that is consequently transposed by the content and design of the Summit website: all topics are set up in such a way that they pay into the “go beyond” idea; the front-end navigation set up is purely visual and hence, solely intuitive. Click, try and discover – that’s how the user moves within the online Summit. Of course the site also features backup menu-navigation. One that consequently pays in on the emotions of the brand and groups the contents (events, travels, etc.) into emotional criteria such as adrenalin, for example, or tranquillity.

24 hours after launch 1,100 Land Rover owners had already visited the website.

Half of them registered with their e-mail-account.The average time of stay was 14 minutes.