SEAT partners with Brownlee Brothers to launch new Leon X-PERIENCE
SEAT has partnered with World Champion triathletes and Olympians Alistair and Jonny Brownlee to launch its new four-wheel-drive model, the Leon X-PERIENCE.
As part of a comprehensive project with the Telegraph Media Group, the sporty Spanish car brand has set a media campaign in motion entitled the ‘Brownlee Brothers X-PERIENCE – Tri Another Way’.
The first element of the campaign is the creation of five films with the super-fit duo to highlight the outdoor adventure lifestyle and off-road capability of the Leon X-PERIENCE. The first two, ‘Meet the Brownlees’ and ‘Train like the Brownlees’ are now showing on a specially created online hub. A further three have been produced based on the usual triathlon disciplines, and will see the brothers race each other in man versus machine (Leon X-PERIENCE) challenges, leading to a nail-biting finale, all set in their beloved Yorkshire.
The second part involves SEAT being the headline sponsor of The Telegraph Outdoor Adventure and Travel Show at ExCeL, London, from 12 to 15 February 2015. The UK’s largest exhibition for adventurous people also includes access to three other shows at the same venue: Triathlon Show: London, The London Bike Show and The London International Dive Show (latter is weekend only). As well as the chance to meet the brothers, on the Saturday, SEAT will also be putting on plenty to attract showgoers throughout the event.
Visitors will be able to pit their wits against the elite athletes in three head-to-heads, using two static bikes side by side on rollers, a rowing machine and lastly, a treadmill. Prizes will be up for grabs for those who get the closest to, or even beat, the times set by the brothers in the cycling challenge, as well as one for the overall winner. There will also be SEAT giveaways on its stand, whether you’re a committed fitness type, or festive excesses pound shedder, including USB keys with triathlon training tips and a nutrition guide created with the Brownlee brothers.
If that’s not enough, there will also be the chance to catch the third video, released at the show, in a dedicated cinema area on the SEAT stand where the Olympians take on the rugged Leon X-PERIENCE in their first battle. Visitors can get behind the wheel of the four-wheel-drive model too, as well as several other Leons. Those looking for a more sedate day out can just admire the latter take on a specially created off-road area in the main exhibition hall, or simply sit back and relax in the SEAT sponsored café.
The recently launched estate car features all-road suspension, extra ground clearance and permanently on demand four-wheel-drive, meaning it is as at home on gravel and snow as it is on tarmac. Beneath its upmarket off-road look, it retains all of the Leon ST’s trademark practicality, with a sizeable 587-litre boot – perfect for families, as well as adventurous types like triathletes, cyclists and climbers, who require lots of space to transport equipment.
SEAT is currently running a launch offer whereby the first 100 retail customers will each receive £500 worth of vouchers to spend with Tri UK, at the world’s largest triathlon store, or online. Twenty of them have already been snapped up, in the car’s first month in showrooms.
London’s ExCel will play host to not one, but two UK debuts as the eagerly-awaited Leon ST CUPRA 280 also takes to the stand. The latest addition to SEAT’s CUPRA line-up boasts the same capacious 587-litre boot as the rest of the Leon Sports Tourer (ST) range, but comes with a devilish two-litre 280 PS engine which can power it from nought to 62 mph in just 6.0 seconds.
Speaking about their partnership with SEAT, Alistair commented, “We had brilliant fun filming the Challenges – we chose the ideal location in the Yorkshire Dales to make it tough for the car and for us. The car was really enjoyable to drive, but you’ll need to watch the films to see who ended up winning.” Jonny added, “It’s been a great project to be involved with and hopefully people will enjoy the films and find them useful for their training as well.”
Commenting on its multi-faceted show activities, as well as its partnership with the Brownlee brothers, Andy McGregor, SEAT UK’s National Communications and Digital Marketing Manager, said, “We successfully launched the first Leon estate, the ST (Sports Tourer) at the three Daily Telegraph shows last year, so it was an easy decision to try and emulate it for our newcomer, the Leon X-PERIENCE. It’s got a healthy dose of style, with a really premium feel and off-road capability, all perfect ingredients for many visitors to the shows who are seeking a good-looking and reliable car in which to escape. We’re also delighted to be working with the Brownlee brothers, who will take us into previously unchartered territory for the SEAT range.”