Jaguar will spend a quarter of its U.S. marketing budget this year to promote the redesigned XJ sedan in the three major cities where the brand sells the most cars.
The City Takeover campaign includes a blitz of billboard ads, TV commercials, test drives and event sponsorships in Los Angeles, New York City and Miami. It also includes a heavy dose of social media and vehicle placement at key airports and entertainment venues.
"We come into a city and try to be everywhere," said Sharon Corrigan, vice president of marketing for Jaguar North America. "We take the car out of the dealership to where the people are, so no matter where they turn they see a Jaguar."
The campaign began in Los Angeles in March and was launched in New York in mid-April. Miami is scheduled for the fourth quarter. Corrigan said Jaguar sells 40 percent of its annual U.S. volume in those three markets.