American Marketer

Events / Causes

Jaguar embraces British heritage with title sponsorship of BAFTA LA award gala

October 29, 2013


Jaguar North America is sponsoring the British Academy of Film and Television Arts Los Angeles awards Nov. 9 to ingratiate itself with Hollywood's many prospective customers.

The BAFTA LA Jaguar Britannia Awards 2013 will honor outstanding figures in the international entertainment industry. The automotive brand will embellish the event with vehicle displays that include the new F-type Sports car and by chauffeuring honoree guests in Jaguar XJ sedans.

"Celebrities are royalty," said Chris Ramey, president of Affluent Insights, Miami, FL. "An endorsement or product engagement with royalty wins press.

"Also, association with British Academy of Film reinforces Jaguar’s history as a British motor car," he said.

Mr. Ramey is not affiliated with Jaguar, but agreed to comment as an industry expert.

Jaguar was unable to respond by press deadline.

Britain and Hollywood

The 2013 award ceremony will take place at the Beverly Hilton Hotel, Beverly Hills, CA. Excellence in film, directing and comedy, as well as contributions to entertainment and supporting humanitarian causes will be celebrated.

Comedian Rob Drydon will host the evening and the actors Sir Ben Kingsley, George Clooney, Idris Elba and Sasha Baren Cohen will be among those who are honored.

Sir Ben Kingsley

Jaguar will have several vehicle displays spread throughout the venue, with the 2014 F-Type model being the central promotion. A series of F-Types, some of which will be emblazoned with the British flag to punctuate the evening's heritage, can be viewed by guests.

Jaguar F-types

Proceeds from the gala ceremony support BAFTA Los Angeles' education, scholarship, community outreach and archival projects. BBC America will air the ceremony Nov. 10, and Sky Movies will broadcast in Britain on Nov. 11.

Increasing return

Jaguar Land Rover has targeted highly concentrated groups with special events before.

For instance, Jaguar Land Rover is collaborating with private club operator ClubCorp to host a series of events throughout the United States to boost brand awareness among ClubCorp members.

The “A Night of Luxury” events will give ClubCorp members an opportunity to drive the latest Jaguar and Land Rover models while enjoying other activities. Stoking new and old business connections with effusive evenings outside of a typical sales environment is an effective way to raise brand loyalty and boost sales (see story).

Also, Jaguar Land Rover strove to rise above other automakers at the Pebble Beach Concours d’Elegance, Pebble Beach, CA Aug. 15-18 with the North American debut of its Project 7 Concept Car, test drives and an exclusive Playboy party.

The British automaker bolstered its scheduled events with a full product line display. Dispersing the brand’s innovations among several areas of engagement will likely resonate with discerning automotive enthusiasts (see story).

Unlike the insularity of many exclusive events, the BAFTA LA award gala will reach a wider audience.

"An initiative with this organization delivers what every luxury brand desires, a younger demographic," Mr. Ramey said.

Final take
Joe McCarthy, editorial assistant on Luxury Daily, New York