Jaguar announced the launching this week of a new global marketing campaign, Alive. The firm’s purpose of the new marketing is to increase awareness of the brand amongst a new audience that will be in line with the ambitious future plans of the top luxury car manufacturer.
"Our refreshed corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and the vision we have for the future of the brand," said Adrian Hallmark, Jaguar global brand director.
The Alive campaign centers around three models, the XF sports sedan, the XJ full-size luxury sedan, and the XK coupe and convertible flagship vehicle, which range in price in the U.S. from $53,000 to $138,000. Each of the Ian Callum-designed automobiles is a multi-award winner in its respective segment.
"In a world of mass market luxury, Jaguar cars stand out for the seductive effect of their design, their rich and warm luxury interiors and their arresting performance," said Hallmark. "Jaguar is a brand for luxury consumers who are contemporary and open-minded, sophisticated and daring, with a desire for authentic, high technology, aesthetic, independent brands. Our product lineup combined with the Alive brand direction will define Jaguar in the modern era."
The campaign began February 27 with the debut of the TV spot on Jaguar's YouTube and Facebook channels. The same commercial then airs on national network and cable networks On March 15 on NBC, ESPN, the Food Network and CNN. Print ads will appear in top national lifestyle and business publications in April. Additionally, viral videos will be seeded in mid-April 2012. To view one of the new videos by Jaguar, visit InteractiveJaguar.com.
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