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Jaguar

Jaguar unveils XF Sportsbrake model through build campaign at Manchester Airport’s Terminal 1

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By Ishbel Macleod, PR and social media consultant

March 5, 2013 | 2 min read

Jaguar has today unveiled its new XF Sportsbrake model through a special build campaign at Manchester Airport’s Terminal 1, with adjacent activity at Gatwick Airport.

Created in conjunction with Eye, the campaign was planned and booked through Mindshare and Kinetic and the creative agency was Spark 44.

Sarah Parkes, managing director of Eye, said: “Eye aims to invent the future of out-of-home and, as such, our advanced outdoor media solutions offer Jaguar a fantastic opportunity to engage with an extended customer demographic in a dynamic way. Their campaign creates a real impact in this busy environment.”

The special build is designed to complement and enhance the brand’s current out-of-home campaign, which depicts the concept of 'Life Balanced' with the XF Sportsbrake suspended on one end of a giant scale; and an array of sporting and everyday apparel hanging on the other.

James Byard, account director at Kinetic, said: “The airport element of the campaign is a great way for Jaguar to reach the affluent audience they want to target. The special build is an innovative way to highlight the model’s sports-led beauty alongside the comfort and space of an estate. The airport campaign supports a wider media mix of TV, digital and female-focused press.”

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