Launch the new Jaguar XK to the world's media and VIP guests
Create an event that highlights the drama, beauty and prestige of the product.
Solution
Launched in the Stellenbosch wine region of South Africa, chosen as it was a new location for an automotive launch with good weather, excellent driving routes and minimal time zone change for the majority of travellers
650 VIP media and PR representatives tested the cars in a ten-week rolling programme
Provide full operations unit including on-site photographers and paramedics
The programme included driving one of the most spectacular coastal routes, dining at a traditional Braji, safaris, wine tasting and a helicopter ride
Tailored agenda for each market/guest with plenty of time behind the wheel.
Results
Priority journalists and VIPs attended the event, including Jeremy Clarkson, Quentin Wilson and Ginny Buckley
Over 200 front covers of worldwide motor press including Top Gear (UK)
TV features on Fifth Gear and Pulling Power
High-profile features in the major trade and national publications
100 + journalists wrote to praise the event – an unusual response for this audience.
