60 Seconds With... Jaguar Land Rover Adventure Travel

Following the launch of Land Rover Adventure Travel by Abercrombie & Kent to the corporate market, C&IT caught up with Mark Cameron, Jaguar Land Rover's experiential marketing director.

Jaguar Land Rover's Mark Cameron
Jaguar Land Rover's Mark Cameron

Jaguar Land Rover has just introduced its range of global off-road adventure packages to corporate groups, so how are you finding the transition from the consumer market?

The first thing is scale. Rather than have individual bookings, there’s the potential to have much larger groups, so we’ve had be flexible with our offering. In terms of content, we’ve put certain packages together. But we are aware that we need to be bespoke for the corporate market and we can change the options accordingly. A five-day trip to Iceland could be turned into a week-long trip or just two days. Or, for example, if someone wants to stay at a particular hotel or incorporate a drive element into a trip, that can be arranged.

What type of options can you offer for teambuilding?

We sell cars in 170 countries across the world and we have specialist drive instructors in all types of terrain - so there are many options for clients. We can do self-drives, drives through water, desert – anything can be arranged. Today we have 50 drive experiences around the world, offering a range of experiences for corporate groups. Teambuilding options include head-to-head driving competitions and game challenges on courses, for example, testing people’s precision and teamwork by getting them to drive around certain obstacles. Some of our centres have additional activities available, like clay pigeon shooting.

Can you tell us about the partnership with Abercrombie & Kent?

We aren’t a travel operator. So we’re bringing the core competencies of what A&K are good at and injecting the things we’re good at, such as vehicles, instructors, drive routes, interesting places etc. They can provide the guest management, customer service, ground agents, visa handling and all the other things we aren’t equipped to do a car manufacturer. It’s basically about combining our business skills to launch a unique product.

What are your plans to expand the programme?

We’ve had bookings from 11 corporate clients so far, so the programmes have been quite popular since their launch. Our goal for 2016 is to test the waters with our current programmes and get a strong idea of what the corporate market really wants and needs. We didn’t want to have too many programmes launching at the same time before we’ve established the market, but of course, we will adapt the programmes we do offer. 

More:

Land Rover launches adventure package to corporate market

State of the Industry 2015: Incentives and roadshows on the rise

Six of the best... new incentive options in Hawaii

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