National Geographic Magazine UK's 125th Year

Toyota RAV4 and National Geographic magazine are delighted to announce Toyota’s latest partnership, Route 125 – the most exciting route in the UK. With Toyota’s support, National Geographic Emerging Explorer, Daniel Raven Ellison and his 10 year old son, Seb are travelling all over the UK in search of fabulous, family-friendly adventures.

 
Dan’s challenge – to find 125 different ways of having an adventure – has been created to celebrate the National Geographic Society’s 125th anniversary.  Toyota have joined National Geographic to encourage the spirit of adventure and together they have created Route 125.

Lisa Fielden, Brand & Digital Manager at Toyota said “we are extremely excited to be part of this project that underlines our commitment to the spirit of adventure and inspiring families to get out and about”.

 
National Geographic magazine’s marketing director, Rebecca Hill, said “we are really happy for Toyota’s support in facilitating Dan to celebrate our anniversary in this exciting way and bring his enthusiasm and love of adventure to a broad audience.”

 
Masterminded by Newcast, part of ZenithOptimedia Group, along with National Geographic, and Toyota’s digital agency Isobar, Route125 is a real media partnership and integrates digital, social, and print to enthuse and engage active families in a great adventure conversation.
 

For the first time in the UK, National Geographic magazine is creating content hosted on a commercial partner’s site. A robust, integrated  media campaign is driving awareness of the site and encouraging families to get involved. National Geographic UK advertising sales director David Middis says “Route125 clearly shows how National Geographic magazine is keen to push boundaries and enable clients to create authentic content experiences for consumers”. 

 
Designed by Isobar, Toyota’s digital marketing agency, Route125 is an inspiring, interactive adventure site which will be continuously updated over the next six months with new and exciting adventure content from Dan and Seb alongside other family friendly adventure locations and crowd participation through campaign twitter hashtag #Route125. The campaign challenges families to get active, get outside and explore their surroundings.

 
Simon Clancy, Creative Director at Isobar said, “Route 125 is a fantastic online and offline initiative to entertain time poor families, by combining inspirational content with easy utility.”

 
Inspire your own family adventure at www.toyota.co.uk/route125