Jaguar revs up marketing drive

JAGUAR is taking its bold marketing campaign to the heart of Manchester’s professional community, Spinningfields.

The car marker has launched a month-long drive to promote its new range of cars, and is inviting business people to book a test drive.  Part of the push is to rename the £1bn business district Jaguarfields.

Geoff Cousins, managing director of Jaguar UK, said: “By making Jaguarfields the hub for all of this activity, we will get our latest models – the XF, XK and brand new XJ – noticed and driven by Manchester’s business elite.

“Over the past two years the Jaguar brand has undergone a huge transformation.
We have had great sales success with our XF model and our new XJ, which arrives in showrooms during May, has been critically acclaimed.

“It’s a genuinely exciting time for the business and we want to get our new cars
out and about in an innovative way.

After being delayed by the Volcanic Ash episode Hollywood director Derrick Borte has arrived in Manchester to shoot a short film to celebrate Jaguar’s 75-year history.

The film will be shown on the big screen daily in Spinningfields to complement banners, flags and a fleet of branded taxis.

Mr Cousins, who says Jaguar has to get away from the ‘old man’s image’ added:
“There is no doubt that the best way to change perceptions of a brand is to get people to experience it first hand.”