When Land Rover launched the new Discovery Sport model, FlessnerSchmitz created a special launch event showcasing the sport aspect of the vehicle. Cycling is a sport that fits into the model’s positioning and it activates prospective buyers as they relate to the pleasure and activity of biking. We scripted a cycling sequence in Land Rover’s official launch video exclusively for the event, which was presented at the Discovery Sport launch. To enhance the cycling atmosphere, a junior cycling team presented the new model and the premium location was decorated with cycling items.