As part of its #MYLAND (Ardhi in Arabic) creative communications platform, Land Rover Middle East and North Africa has rolled out the next instalment of the new Discovery Sport #WeekendAdventure series.
Set in the UAE, this features an Emirati trio setting off from Jumeirah in the Discovery Sport for a weekend escapade with their bikes safely mounted on the SUV’s tow bar mounted bike carrier. Tracking the 35km journey through Land Rover’s MYLAND Ardhi mobile app, the episode follows the group of friends on their drive to the Al Qudra cycling path where they switch onto their bicycles for some adventure and heart-racing exercise.
Equipped to tackle terrains across the region in the highly capable Land Rover Discovery Sport, the series will continue to see the automotive brand collaborate with influencers from Oman, Lebanon, Qatar, Kuwait, the Kingdom of Saudi Arabia, and Bahrain.
Following them in their quest for adventure-filled, adrenaline-pumping and eye-opening experiences, the films capture the sentiment behind the MYLAND platform to highlight the great significance and wealth of the region’s terrain, culture, traditions, and natural landmarks.
The full Discovery Sport #WeekendAdventure series is currently being rolled out across the region to encourage adventure seekers to explore their land and turn their active weekend adventures into traceable, shareable and memorable experiences through the Land Rover Ardhi Mobile App.