Bob Grace, regional president of Jaguar Land Rover Greater China, gives a speech. [Photo provided to chinadaily.com.cn]

Jaguar Land Rover China launched a campaign on Monday to showcase its products and all-terrain capability of its iconic brands.

The drive, called "Never Stop Discovering | Unexplored Experiences", is aimed at enhancing the image of its SUVs, strengthen the Above and Beyond brand positioning and showcase Land Rover's product family.

For the third year running, the auto manufacturer will feature the full range of Land Rover nameplates, bringing the British brand's SUV family closer to Chinese customers.

This year's campaign, whose theme is "Unexplored Experiences", will cover one national and four regional routes in the southwest, east, northeast, and northwest of China, across Unexplored Rain-forest, Unexplored Water, Unexplored Mountains, Unexplored Desert, respectively.

The campaign will start on May 22 in Nanning, Guangxi Zhuang autonomous region, passing through Leye, Guangnan, Bamei, Mengzi, Yuanyang and Pu'er before finally arriving in Jinghong,Yunnan province.

Whole journey will last more than 70 days, bringing the experience to more than 20 Chinese cities and towns.

Jaguar Land Rover China launched the "Never Stop Discovering | Unexplored Experiences" campaign on May 12, 2014. [Photo provided to chinadaily.com.cn]