LAND ROVER has taken over London’s Euston Station in a pioneering marketing campaign for the new Range Rover Evoque.
It is the first time that a car maker has completely taken over the mainline station, which serves rail links to the north, midlands and the capital’s underground network.
Range Rover Evoque imagery will envelop travellers on their way through the main hall, and along the escalators down to the underground platform.
In the main concourse nine large screens, designed to 'wrap around' passengers, display a two minute film showcasing the Evoque.
And as passengers descend the escalators to the underground platform, Evoques will appear to travel alongside demonstrating the brand’s Terrain Response system, which allows the car to cross a wide range of terrains from tarmac to mud, snow and river beds.
High over the escalators sits a 15 by 3.75 metre backlit billboard depicting a side profile view of the Evoque.
Land Rover marketing director Laura Schwab said: "Euston Station is the perfect setting for us to showcase some of the key design attributes including the exterior form and convey the Evoque’s class leading terrain ability.
“We expect 90 per cent of Range Rover Evoque customers to be new to the brand, so Euston Station will allow us to show Evoque to 175,000 commuters a day."
The smallest and most fuel efficient Range Rover yet produced, the Evoque is available in four wheel or two wheel drive and in three-door coupe or five-door body styles.
The takeover will be in place until Sunday, November 27.