A group of familiar faces from the Land Rover community were invited to try out the custom-built Terrafirma Off-Road Course before the festival opens to the public.
Max McMurdo, Fitter Matt, Defender Ames, Maizee (otherwise known as The Yellow Defender) and Captain Ratty from London Mud Club were among those who came along, each bringing their own Land Rover to test the obstacles. Terrafirma, the off-road course sponsor, was on hand throughout the day, and Mark from Vanlife Eats made sure nobody went hungry.
The idea wasn’t just to film people driving round a course, but rather to give the guests a genuine experience worth talking about, something they’d want to share with their own followers, while also building up a library of content for Warners’ own channels.
Getting well-known and well-liked names from the community together felt like the best way to get people talking ahead of the festival.
The weather couldn’t quite make its mind up, but that didn’t dampen the day. Guests enjoyed the course, the atmosphere was electric and social media was soon full of photos, videos and comments from everyone who came along.
Alongside what the guests posted, the Land Rover and marketing teams came away with a good spread of their own footage: five onboard videos capturing reactions as guests tackled the course, a longer highlights episode from across the day, and a full walkthrough of the course explaining each obstacle for anyone planning to visit the festival.
Those videos went live across YouTube, our websites, email and social media, helping the Land Rover team to reach new people and keep the momentum going in the run-up to the festival.
Days like this are a good reminder that some of the best marketing doesn’t come from adverts at all. It comes from giving people a genuine experience, working with communities who already care about the subject, and letting the content and conversations happen naturally.
Thanks to everyone across the events marketing and Land Rover Monthly teams who helped plan and deliver the day. It made for a long one, but the results speak for themselves, and The Big Land Rover Fest is now a great addition to the Warners Shows calendar.
Land Rover Fest 2027 has already been scheduled to take place 10-11 July 2027.