COMMUNICATIONS PLAN
SINCE THE BEGINNING UNTIL REVEAL.
TIMELINE OVERVIEW
FROM MID-JUNE
PRE-LAUNCH
TEASER PHASE
-
Start of EU communications (approx. 2 months before reveal)
Activation through:
-
Range Rover Collective
-
Retailer-nominated RR clients
-
RR Priority List
Objective:
Build awareness, create anticipation, and secure early interest.
FROM MID-JUNE
LOYALTY
ACTIVATION
Focus on:
-
Existing Range Rover clients
-
Priority audiences
Step-by-step rollout:
-
Day 1: Range Rover Collective
-
Day 7: Retailer nominations
-
Day 15+: Priority List
Objective:
Create exclusivity and reinforce a strong “first access” mindset.
FROM MID-JUNE
(approx. +30 days)
CONQUEST
EXPANSION
Opening to:
-
Waiting List
-
New prospects
-
Additional sources
Objective:
Increase volume and expand audience reach.
JUNE 15, 2026
PMAs reaching out to RRC members
JUNE 22, 2026
First eDM central sen-out to Priority List
AUTUMN, 2026
GLOBAL
REVEAL
Transition from:
-
exclusive access
→ to broader brand visibility
Key consideration:
Ensure content is locally relevant and scalable for Europe.
EARLY 2027
POST-REVEAL → DELIVERY
Direct-to-consumer journey:
-
Reservation
-
Purchase
-
Delivery
End milestone:
First customer delivery
EXECUTIVE SUMMARY
The launch of the Range Rover Electric (L460 BEV) in Europe is structured as a phased, end‑to‑end communication journey, combining global content leadership with European‑specific moments designed to drive exclusivity, reassurance, and conversion.
Phased approach
The European programme runs in parallel with the Global L460 campaign, while introducing EU‑specific milestones and assets to support local business and brand objectives.
The plan evolves through five key phases, from early interest to first ownership:
-
KMI / Waiting Teaser Journey (ongoing)
-
Reservation Phase – BIO (By Invitation Only). Exclusive access to reserve ahead of the global reveal, focused on loyalty first and followed by conquest.
-
Reassurance Journey. Maintaining engagement post‑reservation until order opens, reinforcing confidence in electric capability, refinement and ecosystem.
-
Waiting Phase. Sustained premium storytelling and experiences while clients await delivery.
-
Post‑Delivery / Testimonials. Early owner stories to reinforce leadership, desirability and credibility.
Key European milestones & content
-
Tech Series content deployed across the journey, aligned with global drops and localised for Europe: Testing, Serenity, Sound, Engineering of Electric, Heritage (55 Years), Temperature, Capability.
-
BIO Email & Landing Page as the central European conversion moment. Reservation journey eDMs (1–3) supported by CRM and DX. Focus on exclusivity of being first and telling why-buy themes through stories that elevate leader’s lives.
-
Reassurance content including Making‑of Range Rover Electric One App demo and electric ecosystem storytelling (incl. 360 Sustainable Value where relevant).
-
Global Reveal (July 2026) as the transition point from reservation‑led exclusivity to broader brand storytelling.
-
Post‑reveal amplification through PR, Media, DX, Social and experiential platforms (e.g. Wimbledon, Goodwood, Range Rover Houses).
Target audiences
Range Rover Collective (HAC clients)
Priority & Waiting List audiences (clients first, then prospects)
Conquest audiences, progressively fed into BIO via content, PR and partnerships.