Land Rover, a leading luxury SUV manufacturer, has revealed a new creative interactive platform with the launch of MyLand - which translates to ‘Ardhi’ in Arabic - to celebrate the impact the Arab culture has had on today’s modern society.

The initiative kicked off with a new website, www.MyLandMena.com, which will host Land Rover stories, competitions, activities and initiatives, alongside regional user-generated content.

Visitors to the www.MyLandMena.com website will have the opportunity to watch ‘The Story of My Land’, a compelling piece of work that poetically and visually celebrates the people, places, sounds and journeys that shaped the region.

As part of the campaign, Land Rover is also developing a series of films entitled, ‘My Journey, My Inspiration’. The films feature individuals from across the Mena region whose achievements and ambitions are inspired by the culture and heritage of their land, and whose endeavours have seen them go above and beyond in their accomplishments.

Furthermore, a series of challenging Land Rover expeditions are currently underway and will also be featured on www.MyLandMena.com. They will follow expert teams as they cross unchartered territory in the Arabian Peninsula.

The site will also feature an exciting mix of driver-focused elements such as the Land Rover ‘Own Your Land’ mobile app which will provide a great opportunity for off-road drivers to go where no one has gone before and allows explorers to save off-road trails, as well as store and share their adventures.

The app is expected to be launched by the end of the year and will be available for both iOS and Android users.

Bruce Robertson, managing director of Jaguar Land Rover for the Mena region, said: “By its very definition, Land Rover helps people and places go above and beyond their limitations, and has been a constant companion of this region for nearly 70 years.”

“This campaign is about celebrating the Middle East and its people. It’s about recognising the individuals who are helping to push the region into a future that is rich in the culture and heritage of its past,” he added. – TradeArabia News Service