Jan. 29, 2008 -- Land Rover is highlighting its environmental initiatives in a series of full-page print ads, Marketing Week reports. The ads focus on the four cornerstones of the company's green push: clean technology, sustainable manufacturing, carbon offsets, and financial support of conservation projects.

Land Rover unveiled a new green approach to marketing strategy last August, when it promoted branding executive Julian Whitehead to director of sustainability and corporate social responsibility. At the time, Whitehead said his new role was "about developing strategies that enable us to meet the environmental challenge. It's also about making sure our marketing messages are appropriate to the way the market is moving."

Last December, Land Rover unveiled its first-ever green concept car, the LRX. Also in December, a Land Rover dealership in Portland, Ore., became the company's first U.S. dealership to provide a carbon offset program for its customers.