At the 2010 Los Angeles International Automobile Show, Jaguar Land Rover made a major impact with a series of events, awards announcements and promotions throughout Los Angeles before, during and after the show at the LA Convention Center. The anchor of all this action was the Jaguar Land Rover press conference at the LA Auto Show Wednesday morning, Nov. 17, which featured a global debut of the Range Rover Evoque and the North American debut of the Jaguar C-X75 and was hosted by fashion journalist and television personality Louise Roe.
LOS ANGELES CAMPAIGN
The LA campaign commenced with extensive broadcast, print, digital and outdoor advertising billboards from both brands throughout LA, including The LA International Airport, the LA Convention Center and many major LA hot spots. Land Rover took over The W Hotel in West Hollywood with vehicle displays for a Land Rover retailer meeting centered on the exciting new Range Rover Evoque. To extend the visibility, multi-colored Range Rover Evoque wireframes installations were placed throughout the city in shopping areas and at evening hot spots as part of a Twitter based scavenger hunt contest (follow @interactiverr for more details).
Drawing crowds in different locations was Jaguar’s stunning range-extended electric supercar concept – the C-X75 that AutoWeek crowned as Best in Show at the recent Paris Motor Show. It made a number of surprise public appearances at special LA locations.
Starting on Friday, Nov. 12, the Jaguar C-X75 Concept was positioned in front of the new Redbury Hotel on the corner of Hollywood and Vine in Hollywood. Then on Saturday morning, Jaguar’s electronic supercar surprised crowds at LA’s ultimate automotive enthusiast events, Cars and Coffee in Irvine, followed later that evening by an appearance outside The Colony nightclub in West Hollywood.
While in LA, Jaguar made a special visit with the Jaguar C-X75 to famed television personality, renowned car collector and Jaguar owner, Jay Leno. Leno was the first person to get behind the wheel of the C-X75 for a demonstration drive for his www.jaylenosgarage.com website. A known fan and collector of the brand, it was only right to get one of the biggest stars in LA to try out the car first hand and as we granted him this once-in-a-lifetime opportunity. On Monday Nov. 15, Leno held a private VIP reception in his legendary garage where the C-X75 took center stage among a sea of stunning cars.
On Tuesday, Nov.16, the Range Rover Evoque “Hello Los Angeles” campaign ramped up with a tastemaker reception at Cecconi’s in West Hollywood. At Cecconi’s, Range Rover made news with the announcement of its LA City Shaper program, featuring high-profile LA personalities: OK GO (rock band), Solange Knowles (singer, DJ), Miles Fisher (Actor), and Louise Roe (fashion journalist and television personality).
The week’s events culminated with a dramatic Jaguar Land Rover press conference at the auto show on Wednesday, Nov.17. Fashion journalist and television personality Louise Roe hosted the dual branded press conference as the crowd enthusiastically welcomed the global debut of the Range Rover Evoque five-door and the North American debut of the Jaguar C-X75. After the cars were unveiled, a full day of domestic and international broadcast interviews followed highlighting both brands’ new designs.
Amidst the rush of media interviews and auto paparazzi, LA First Deputy Mayor, Austin Beutner, who was touring the show, made a special visit to the stand. There, Jaguar Land Rover presented him with a framed display showcasing the brands’ LA Campaign and demonstrating the excitement the company has for the LA marketplace, which is the one of the largest markets in the world for both brands. Frank Klaas, Global Head of Communications, said, “Los Angeles is the perfect setting for the world debut of our all new Range Rover Evoque five-door and North American debut of our Jaguar C-X75 electric concept. Los Angeles is an international, trend-setting city and, of course, is the entertainment capital of the world. We were very pleased to share Jaguar and Land Rover with the City of Los Angeles.”
Later on that day, in a Range Rover Evoque promotion, Grammy Award-winning band, OK Go led a light parade through the streets of LA. Fans armed with instruments joined the members of OK Go (Damien Kulash, Tim Nordwind, Dan Konopka and Andy Ross) to embark on an eight-mile journey through LA resulting in ‘OK Go’ being spelled out on the www.helloevoque.com website via the ‘Pulse of the City’ app.
AWARDS AND ACCOLADES AT THE LA AUTO SHOW
Jaguar and Land Rover collected a number of prestigious automotive awards at the Los Angeles Auto
- J.D. Power and Associates announced Jaguar was the #1 luxury brand in its 2010 Sales Satisfaction Survey
- AUTOMOBILE Magazine presented the 2010 Design of the Year Award to the 2011 Jaguar XJ
- Popular Science magazine presented its Best of What’s New Award for the Automotive Segment to the Jaguar XJ
- Range Rover Sport won Automotive Lease Guide’s (ALG) Residual Value Award in the Best Luxury Utility Vehicle category for the fifth consecutive year
- Land Rover LR4 HSE won Petersen’s 4-Wheel & Off-Road 2011 4×4 of the Year Award
- Land Rover’s LR4 was named 2011 Active Lifestyle Vehicle in Luxury Off-Road Category
- Land Rover’s LR2 won the People’s Choice Award for Premium Compact SUV/CUV from Texas Automotive Media