Land Rover Reveals MYLAND Falconry; World-First Hot Air Balloon and Falconry Experiences
Under the patronage of His Highness Sheikh Butti Bin Juma Al Maktoum, Land Rover Middle East and North Africa brings you MYLAND Falconry in partnership with Balloon Adventures Dubai, the world’s most experienced Hot Air Balloon Company and Royal Shaheen, the best falcon trainers in the business, to create a falcon experience unlike any other.
As one of the first vehicles to navigate the region, Land Rover continues to support and celebrate the rich cultural heritage of the Middle East through its MYLAND (Ardhi in Arabic) creative communications platform. The most recent chapter of MYLAND sees the premium SUV brand offer adventure-seekers in the UAE a unique desert experience with hot air balloons and never-before-seen falconry demonstrations.
Speaking about the new adventure experience the project’s visionary and patron, His Highness Sheikh Butti Bin Juma Al Maktoum said: “It is our vision to build the world’s most unique falconry project of the 21st century – MYLAND Falconry is an innovative experience which will open up an ancient tradition of the Emirati culture to visitors from around the world. Falconry has long been deeply rooted in the cultural fibers of the Middle East and it is our duty to support the modernisation of falconry heritage through this incredible project to ensure it remains an integral part of the culture of this region long after we are gone.”
Hannah Naji, Brand Director of Jaguar Land Rover Middle East and North Africa, said: “We are extremely proud to be involved in this truly unique concept alongside our partners Royal Shaheen and Balloon Adventures. Playing a part in the heritage of the region since the introduction of our Land Rover Series I in 1948, this exciting experience is integral to our Land Rover brand promise; to celebrate and showcase the rich history of this region in exciting modern settings.”
Capturing each stage of the five month adventure, Land Rover has launched the MYLAND Falconry film series featuring stunning footage starting with the hatching of the falcons in the Scottish Highlands, where they were bred exclusively for the project. The falcons then travelled across Europe to the Balloon Adventures Italy centre in Umbria, Italy where they underwent complex training and learned to fly while getting acclimatized to the interior of the balloon as a natural part of their surroundings. Throughout 2,600km journey, the falcons’ trainers dedicated their time building a strong relationship with these stunning creatures to nurture trust, skill and patience, all key elements to the success of this incredibly challenging project.
Now live on the Land Rover MENA YouTube Channel, the film follows the full project from falcon inception through to hatching, training and arrival to their new home in the Dubai desert in specially adapted Land Rover vehicles.