In preparation for the global market launch of the new F-Type sports car, Jaguar launches its biggest advertising campaign yet, called “Your Turn”. Jaguar has done its part by making a pretty much perfect sports car, now it’s your turn to appreciate their efforts and buy one!
This huge publicity effort even includes driving features with San Francisco 49er Colin Kaepernick; ESPN’s Stuart Scott, and an initiative with ABC’s ‘Jimmy Kimmel Live’. The F-Type truly is a cracking little car and doesn’t really need advertisement. Maybe Jaguar is worried that because of its rather high price tag – starting from $69,000 in America – they may not sell enough F-Types to make up for all the cash they blew up designing and developing this car.
“The integrated campaign strives to engage customers with an emphasis on the F-TYPE vehicle’s performance, sound, look and feel,” said Joe Torpey, Communications Manager, Jaguar North America. “The media plan speaks to the cars’ personality via partners like ESPN and Playboy for example, and has live elements with integration of the vehicle in motion. This is the most exciting, and important marketing launch for Jaguar in many years driving us to create a highly engaging approach to market and bringing consumers into the experience.”