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A+E Networks partnered with Land Rover North America to produce one-hour adventure documentary special, All You Need to Know: Overlanding, which explores the new outdoor trend from behind the wheel of the new Land Rover Defender.
A+E developed the special with Land Rover’s agency of record, dentsu X, to feature the Defender’s capabilities when it comes to off-road, back-country driving. The special is hosted by Christian Murphy, head of enthusiast brands at A+E Networks, who joins Scott Brady, CEO of Overland International, on a five-day off-the-grid adventure.
“Popular interest in overlanding is exploding worldwide and set to become the next really big thing in the outdoor and SUV space,” said Murphy in a statement. “Through this unique partnership with Land Rover, the Defender becomes a character in the adventure - not only enabling the journey but capturing the spirit of outdoor exploration. We’ve created content that inserts unique expertise into this huge trend, features American landmarks and hopefully spurs audiences to explore the great outdoors.”
“Overlanding brings a unique joy and nuance to travel, providing access to all of the experiences, culture, and natural beauty between points A and Z,” said Brady also in a statement. “Using an overland vehicle like the Defender allows us to get off the beaten path, to venture further into the unknown, and to connect with adventure in entirely different ways. As travelers, we need experiences like that more than ever.”
All You Need to Know: Overlanding premieres on FYI’s Sunday morning outdoor block on April 18 at 10 p.m. ET, followed by an encore on the History Channel on Saturday, April 24 at 9 a.m. ET.
In addition to the special, the media campaign includes additional short-form content, social assets, on-air promotion and custom integrations. A sneak peek of the special also aired in FYI’s and the History Channel’s drive-block broadcasts of the Barrett-Jackson Live, Scottsdale Auction.