Jaguar Takes Over Hollywood Bowl As Part of New National Campaign
Jaguar Cars is the new official vehicle of the Hollywood Bowl in a three year partnership beginning this summer. The cornerstone of the sponsorship will be the Jaguar Platinum Concert Series – eight Jaguar-branded concerts at the venue featuring the likes of Harry Connick, Jr. and Herbie Hancock. The sponsorship is in support of the new 2011 Jaguar XJ and is one of the first sponsorships in Jaguar's City Takeover campaign, which aims to influence upscale car buyers in New York, Los Angeles and Miami.
"The Hollywood Bowl has a natural synergy with the Jaguar brand," said Richard Beattie, Executive Vice President, Marketing & Sales for Jaguar North America. "Jaguar has long been a favorite among influencers in the music, entertainment and cultural elite. This partnership is the perfect way to further introduce this audience to Jaguar's impressive line-up while also underscoring the message that as a luxury automotive brand, Jaguar is also in the business of entertainment."
The sponsorship will feature entrance displays of the Jaguar XF and XJ and include a number of VIP receptions for local tastemakers and media, as well as inclusion of the Jaguar name on the Highland Avenue marquee.
Jaguar will also offer an exclusive test drive of their new vehicle line-up at the Hollywood Bowl venue on a non-concert day.
"The partnership between Jaguar and the Hollywood Bowl brings together two iconic and powerful brands, and we are thrilled to welcome a partner that shares our commitment to presenting the very best in live music," said Arvind Manocha, Chief Operating Officer, Los Angeles Philharmonic.
Jaguar began rolling out the City Takeover campaign in Los Angeles and the New York Tristate area in April and will continue this fall in South Florida. The integrated campaign will include outdoor advertising, public relations, branded entertainment, targeted event opportunities and brand partnerships.
The Hollywood Bowl, which has been home to the Los Angeles Philharmonic since its opening in 1922, is one of the largest natural amphitheatres in the world with a seating capacity of nearly 18,000.