Jaguar’s new City Takeover campaign supports the highly-anticipated launch of the all-new 2011 Jaguar XJ and marks a milestone in the transformation of the traditional brand into a modern high performance icon.
• Los Angeles marketing blitz includes more than 500 outdoor billboards
• Public relations and marketing events ongoing in L.A. through spring
• Social media efforts expand reach of the new Jaguar

MAHWAH, N.J. —One of the most highly anticipated new luxury products to hit the market in 2010, the all-new 2011 Jaguar XJ (available in North America May 2010) made its presence known at the iconic Hollywood hot spot, the Sunset Marquis Hotel – the first of many “see and be seen” locations that will play a role in the launch of Jaguar’s new luxury sedan. The aggressive new brand and product marketing campaign – known as City Takeover – is a national marketing initiative that consists of extensive broadcast, print, digital and outdoor advertising across the U.S. with a focus on sponsorship and public relations initiatives in Los Angeles and New York in the spring and this fall in Miami.

City Takeover, coupled with the attention-grabbing design of the XJ vehicle, demonstrates Jaguar’s effort to break through the luxury marketing clutter, create interactions and make relevant connections to a new generation of consumers.

“The 2011 Jaguar XJ is truly our most highly anticipated launch to date and not only encompasses the new design aesthetic of the brand but exemplifies the overall future direction of Jaguar,” said Stuart Schorr, Vice President of Communications for Jaguar North America.  “With the launch of the XJ, comes an opportunity for this traditional brand to re-introduce itself to a changing luxury market that desires expressiveness and character in their products.  With City Takeover, we are going to make sure luxury consumers know the new Jaguar has arrived.  We are out tell a whole new story about the Jaguar point of view. In a way that will be hard to miss.”

Jaguar’s multi-faceted City Takeover campaign began rolling out in Los Angeles and the New York Tristate area in April, with an extensive eye-catching outdoor advertising campaign consisting of more than 1,600 video displays, large-scale building wraps and billboards scattered throughout the two cities.  Outdoor creative was complimented with a new national television advertising campaign and branded entertainment initiatives that included an early appearance in JAY-Z’s music video, “On to the Next One. “

The advertising campaign will be followed by the launch of sequential communications blitzes across the next several months in Los Angeles, the New York City Tristate area and Miami that are aimed at supporting the well known boutique luxury brand to build momentum and make a strong impression.  Jaguar will execute more than 50 events, media and consumer test drive events, partnerships and collaborations in each city with an emphasis on engaging consumers and tastemakers in the areas of fashion, design and entertainment.

The brand’s new social media platform, found at, will continue to compliment existing initiatives and showcase fresh new content in the coming months.

In addition to the various marketing and public relations initiatives taking place, the brand recently announced a new customer care/warranty program to further engage buyers.  The best-in-class “Platinum Coverage” is standard on all 2011 Jaguar models purchased new in the U.S. and Canada; giving consumers an increased warranty and the best maintenance plan in the business.

“With the new XJ hitting the market, our city takeover campaigns kicking off, and a new customer care initiative, Jaguar is making a major commitment to transforming the brand in the U.S. and growing our business, said Schorr.  “This is Jaguar’s time to shine, and we are going to make sure luxury shoppers know it.”

Known worldwide as a classic, iconic automotive company with a deep heritage and unparalleled commitment to performance and luxury, the Jaguar name proudly celebrates 75 years in 2010.  While heritage remains paramount, the brand’s new modern direction showcases its continued commitment to innovation, inspiration and consumer experience.

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From its beginning as a manufacturer of motorcycle sidecars in 1922, Jaguar Cars has grown to become one of the world’s premier manufacturers of luxury sedans and sports cars and with that, one of the most recognized commercial brands.  The company’s vision is simple: To produce beautiful fast cars that are desired the world over. The company operates two manufacturing plants in the United Kingdom and is fully engaged in environmental programs, community work and brand awareness exercises such as motorsports.


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