Jaguar Takes Journalists on a Glam Journey to Cabo - Event Marketer

Jaguar Takes Journalists on a Glam Journey to Cabo

DB_Jaguar_2007 Ex
Brand: JAGUAR NORTH AMERICA
Agency: EXHIBIT WORKS
Awards: EX AWARDS — BEST PRESS/MEDIA EVENT
Year: 2007

It isn’t often that journalists get behind the wheel of a glam car like the Jaguar 2007 XK, but that’s exactly what happened when 60 writers from publications such as The Car Connection and Men’s Journal and newspapers in Chicago and San Diego got to rub shoulders with Jaguar execs and take the car out for a spin in scenic Los Cabos, Mexico.

From the event invitation and hotel accommodations to the driving, dining and downtime, Jaguar created a “luxury immersion” for the journalists, who attended the three-day adventure in three waves of 20 over a six-day period. The experience, inspired by the style and performance of the company’s ad campaign, “Gorgeous,” had journalists meet the Jaguar team, enjoy a gourmet meal on the beach, attend technical briefings and drive both the coupe and the convertible, both of which performed flawlessly, garnering positive reviews in automotive and lifestyle publications.

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