Crain News Service
Jaguar North America embarks on its most expensive ad campaign ever for the launch of its new S-Type sedan.
The luxury-car importer will spend 60 percent to 70 percent more on the car's introduction than it spent on all advertising in 1998, said Steve Odell, vice president of sales and marketing.
Odell declined to be more specific. But Competitive Media Reporting data indicates Jaguar spent $32.9 million in measured media last year. That could indicate spending of more than $50 million.
The blitz, which starts in May, marks a series of firsts for Jaguar - the brand's first appearance on network TV, its first global campaign and the first joint effort of Ogilvy & Mather Worldwide and J. Walter Thompson. The ads began in the United Kingdom this month.
Welsh singer Shirley Bassey, known for the theme song to the James Bond movie Goldfinger, is accompanied by hipster band Propellerheads in 30-second and 60-second versions of the single commercial, called 'History Repeating.' The buy includes six weeks of concurrent network and cable TV followed by three weeks of spot TV in 15 markets.
Jaguar expects the smaller new model, which will be its least expensive vehicle, to attract buyers about 10 years younger than its current owners, Odell said. The V-6 has a sticker price including transportation of $43,080 and the V-8 is $48,580 including transportation.
The average Jaguar owner is 52 and has an annual household income of more than $200,000. The S-Type's target buyer is expected to have an annual household income of more than $100,000.
To reach that new, broader audience, Jaguar has expanded its media buy, said Sue Rhodes, communications manager. Magazines new to the marque's schedule include GQ, Skiing, Vanity Fair, Vogue and Wired.
Jaguar hopes the S-Type will improve its sales volume dramatically. The company expects to sell 17,000 to 18,000 of the new models in the United States this year and 22,000 in 2000. Jaguar sold 22,503 cars in the United States last year.