Jaguar will be using Janet Jackson’s latest world tour to take its new X-Type to a diverse audience.
The automotive manufacturer will be joining pop sensation Janet Jackson on her current “All For You World Tour 2001”, which began on July 7 in Oregon.
Jaguar provides billing in the tour title, inclusion in all tour advertising, promotion, publicity, and printed tickets. At each venue, Jaguar will exhibit the new X-Type and display logos on screens, banners, and signs. Jackson will tour the United States before travelling to Europe to perform 25 shows in 10 countries.
“Jaguar’s relationship with Janet Jackson is a powerful statement of our intentions to become more accessible to a new generation of Jaguar owners,” said Michelle Cervantez, vice president of marketing for Jaguar North America.
“The X-Type represents more to Jaguar than just a new car. X-Type will bring a new, more diverse consumer into our showrooms.”
Each concert will kick-off with a specially produced video featuring Jackson along with a black X-Type that was produced by Spike Lee’s 40 Acres and a Mule Filmworks company.
“Our partnership has assisted Jaguar in communicating to a more diverse audience,” said Lee.
The X-Type marks Jaguar’s entry into the fast-growing compact sedan segment . X-Type is Jaguar’s first all-wheel drive model, and goes on sale in the United States on August 1 and will be due in South Africa shortly afterwards.