Challenge

• Support new brand positioning and reinforce Jaguar's position as a British automotive icon
• Provide customers and prospects with the opportunity to appreciate the performance of the XK model
• Position Jaguar as a serious purchase consideration for pre-qualified prospects.

Solution

• Launch the Jaguar Racing Heart programme through a series of XK and ‘R' performance track events
• Manage the planning and delivery of the event including guest invitations, track selection, on-site hosting and vehicle management
• Allow attendees to experience the sheer power, dynamism and luxury of the XK and ‘R' derivative models
• Combine the exhilaration of racing circuit driving with the thrill of laps with professional drivers.

Results

• Three months after the events a sales conversion rate tracked at 3% and is predicted to increase significantly
• High levels of attendance and hugely positive feedback from participants
• Client feedback: "The customers come back beaming from ear-to-ear and give Jaguar Cars a really great recall."