Showcase

The Brief
The agency's brief in 1999 was to create a magazine that would build the Land Rover brand and increase sales of vehicles by showcasing them as an enabler to adventure. Land Rover is a storytelling brand and Onellfe magazine reflects this with a highly editorial approach.

The Challenge
The key challenge was to promote the core brand proposition of 'going beyond' in a way that was relevant and engaging for 500,000 readers in over 30 global markets.

Editorial Response
Onellfe is crafted to exacting editorial standards with unique features created in far-flung, inhospitable locations, using some of the world's top photographers. This editorial excellence extends to multi-platform content solutions, including 10 documentary films, a brand-building website and a 156-page coffee table book celebrating Land Rover's 60^th anniversary.

Results
The APA Advantage Study results confirm that Onellfe succeeds in engaging readers and creating interest in, and sales of, Land Rover products. A total of 52% of respondents took some action after reading the magazine, compared to the 38% automotive average. In 2006, Onellfe was awarded Overall Customer Publishing Solution at the APA Effectiveness Awards.