Jaguar launched a new future-looking global brand strategy that will add fresh impetus to its evolving product-led revitalisation programme.
Simultaneous with the unveiling of a new Jaguar logo and corporate identity, the launch of an innovative marketing campaign aims to increase awareness of the brand amongst Dubai and United Arab Emirates audience in line with the marque’s ambitious future plans.
The new Jaguar global marketing campaign features print, television, outdoor and digital advertising. In addition, a programme based around experiential assets will offer consumers a contemporary opportunity to learn more about both the Jaguar brand and its products. Deliberately provocative, the campaign is designed to capitalise on the existing emotional pull of Jaguar’s cars and challenges consumers to answer: ‘How alive are you?’
The basis for the new strategy is the marque’s existing product range – the sporting XK, and the XF and XJ saloons. Each combines a stunning exterior form with luxurious, contemporary interior design that’s the result of the talented team led by Design Director Ian Callum. These aesthetic qualities, complemented by technologically advanced engineering under the skin, including all-aluminium construction for the XK and XJ and an ultra fuel-efficient 2.2-litre diesel in the XF, has made each of these Jaguars multi-award winners in their segments.
