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BizReport : Advertising archives : February 14, 2011

Land Rover success with The Daily ads

Last week, News Corporation launched The Daily, a digital newspaper app exclusive to the iPad. One of the first advertisers, Land Rover, is pleased with initial campaign results.

by Helen Leggatt

The new iPad app, The Daily, launched last week with an impressive list of leading brand advertisers including HBO, Land Rover, Macy's, Paramount Pictures, Pepsi, Verizon, and Virgin Atlantic.

Some of the first reports are coming in of the success of ad campaigns within The Daily. According to Mobile Marketer, the app has already exceeded 52,000 impressions and Land Rover achieved a 50% engagement rate.

"With The Daily iPad campaign, we're reaching out to find a new way to communicate with our current customers and potential customers, as 44% of our vehicle owners actually own tablets," said Leah Watkins-Hall, corporate, brand and interactive communications manager at Jaguar Land Rover North America LLC.

Land Rover will be launching the world's first iPad-equipped car later on this year at the Geneva Motor Show. The hand-crafted Range Rover Autobiography Ultimate Edition will have iPads integrated into the front seat headrests for the use of rear seat passengers. The car also comes with a built-in rear seat laptop table.

Tags: advertising, iPad

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