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How a proactive idea SECURED our client A FEATURE on the National Geographic Channel.
The Tropic of Cancer is an imaginary line marking a latitude around the planet. Historically, its significance is that it helped mankind figure out the earth's relationship with the sun.
THE TROPIC OF CANCER PASSES THROUGH:
United States
Mexico
Bahamas
Chad
Mali
Mauritania
Algeria
Niger
Western Sahara Libya
Egypt
Saudi Arabia
UAE
Oman
India
Bangladesh
Myanmar
China
Taiwan
THE OPPORTUNITY
And with Land Rover being the brand that goes Above & Beyond, this story already had its hero.
THE IDEA
Land Rover would make history by finally marking the Tropic of Cancer for the United Arab Emirates.
India
Mexico
China
India
The adventure wouldn't be complete until Land Rover planted the UAE's Tropic of Cancer sign — a landmark that would live forever.
HELLO NATIONAL GEOGRAPHIC TV
The adventure would take 3 days to complete, an enduring trail through a part of the Emirates never mapped before. Desert camping would be the only viable option.
Our idea was sounding more and more like a show for National Geographic, not an advertising campaign. So we hit them up, to see if they wanted to get involved with our idea.
They couldn't wait.
All these countries have physically marked where the Tropic of Cancer crosses their land — it's seen as a landmark, something to be proud of.
Yet bizarrely, we found that the UAE had never marked it.
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