the brief

Goodwoof, held annually at the Goodwood Estate, is a unique celebration of dogs and their owners, blending heritage style with an array of canine-focused activities. For Land Rover, the event presented the perfect platform to position Discovery as the ultimate family adventure vehicle - versatile, comfortable, and deeply connected to the outdoors. The aim was to create an activation that showcased Discovery’s premium features while resonating with pet-loving families, highlighting how the vehicle enables cherished memories and dog-friendly adventures. A key part of the brief was to integrate immersive storytelling and hands-on experiences, including the Chalk Pit self-drive test drives.

our solution

We delivered a multi-faceted brand experience that seamlessly aligned Discovery with the lifestyle of Goodwoof visitors. At the main show stand guests were welcomed with curated content across two large screens, alongside interactive touches such as live pet caricatures and an Adventure Trail Map for children, leading families through a curated walk ending with a branded photo opportunity. Dog hydration stations further reinforced Discovery’s pet-friendly credentials. Hospitality played an important role: Land Rover Owners Hospitality provided a premium space with branded touches - from dog bowls to coffee art. Alongside this, the Discovery Hub acted as the gateway to the Chalk Pit off-road driving experience, where families tested Discovery’s capabilities on rugged terrain. Dogs could join the journey in secure carriers, or rest safely at a dedicated “Pet Stop.” Completing the trail earned families a branded dog treat bag, reinforcing the sense of shared adventure. Exclusive hospitality at The Kennels added further prestige, with curated dining and a seamless guest journey from parking to drive bookings. The result was an activation that celebrated family, dogs, and discovery in equal measure - bringing the brand promise vividly to life.

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