Land Rover's Lumiere activation to return at iconic views

Land Rover selected Lumiere London as the place to launch its Hibernot experiential campaign, which will be travelling to a number of UK destinations from 23 January.

The installations allowed visitors to take the perfect Instagram snap
The installations allowed visitors to take the perfect Instagram snap

Land Rover partnered with the London light festival last weekend (16-19 January) to erect five handmade, specially-lit Private View square structures at locations such as Leicester Square and Piccadilly Circus.

The large-scale creations aimed to frame the festival installations and London landmarks so that visitors could take the ultimate Instagram photo. Each Private View contained tips from famous Instagram users on how to take the best photo of iconic buildings.

Consumers were encouraged to share their snaps on Instagram using the hashtag #Hibernot - Land Rover’s winter campaign that is encouraging the nation to enjoy being outdoors.

Land Rover will next take its frames to other areas of the UK. It will be lighting up iconic views in Brighton, Birmingham, Edinburgh and London’s South Bank and St Paul’s from 23 January until 7 February.

Scott Dicken, Land Rover UK’s marketing director, said: "The British winter time can often see us hiding away and avoiding the elements outside. However at Land Rover, we believe that winter is a time when we should be getting out of the house and taking ourselves somewhere fulfilling - living life to the full no matter the weather.  

"This year, we have taken the Hibernot campaign to the next level, working with Lumiere London to light up the winter months for people around the UK and invite them to share their best views of the big cities."

The first Lumiere London proved so popular that several of its installations had to be switched off to manage overcrowding.

More: In pictures: Lumiere London kicks off in the capital

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