Jaguar Goes Platinum at the Hollywood Bowl

As part of its National City Takeover campaign, the acclaimed automotive brand unveils its partnership and 2010 concert series at L.A.'s most celebrated music venue

Jun 01, 2010, 17:27 ET from Jaguar

LOS ANGELES, June 1 /PRNewswire/ -- Jaguar Cars is proud to announce its exciting new role as the official vehicle of famed Los Angeles icon, the Hollywood Bowl. Commencing in June 2010, the three-year partnership will feature the year's hottest ticket – the Jaguar Platinum Concert Series – consisting of eight Jaguar-branded concerts that include some of the season's most eagerly anticipated musical performances. The sponsorship dovetails with the recent announcement of the Jaguar Platinum Coverage warranty program and the highly anticipated launch of the all-new 2011 Jaguar XJ—marking a milestone in the transformation of the traditional brand into a modern-day icon.

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"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 Jaguar Platinum Concert Series, skillfully curated by the Los Angeles Philharmonic Association, features a series of high-profile musical performances set under the stars. The line-up includes acclaimed performers such as L.A.'s new virtuoso conductor, Gustavo Dudamel, as well as an evening with one of the world's most revered jazz artists, Herbie Hancock, as he celebrates his 70th birthday with several special guests. The full calendar includes:

  • June 18 – Opening Night at the Bowl with the Hollywood Bowl Orchestra and Hall of Fame inductees Donna Summer, Richard Carpenter of The Carpenters, and Jean-Yves Thibaudet
  • July 10 – A Beatles Celebration
  • July 15 – Bell Plays Bruch with Joshua Bell and the L.A. Philharmonic
  • August 1Gustavo Dudamel conducts Carmen
  • August 5Gustavo Dudamel conducts Songs of the People
  • August 14Harry Connick, Jr. and his Big Band with the L.A. Philharmonic
  • September 1Herbie Hancock: Seven Decades – The Birthday Celebration
  • September 12 – Fireworks Finale: Pink Martini with the Hollywood Bowl Orchestra

With an eye towards showcasing the innovative spirit so closely associated with the brand, Jaguar is the first-ever automotive sponsor to offer an exclusive test drive of their new vehicle line-up: the all-new XJ, the Jaguar XK and Jaguar XF. The ride and drive will be hosted on a non-concert day and will depart from the venue.

The sponsorship also features a number of compelling visual and integrative components, including an attention-grabbing display of the gorgeous Jaguar XF at the Bowl's main entrance and the all-new XJ stationed at the VIP valet entrance near the West Gate. The displays and bespoke advertising creative shown exclusively at the venue are designed to evoke the Bowl's signature arched stage and legendary musical tradition.

Additional elements include a number of VIP receptions for local tastemakers and media, and prominent inclusion of the Jaguar name on the Highland Avenue marquee.

"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.

The Hollywood Bowl sponsorship is one of many high profile event opportunities Jaguar is pursuing as part of City Takeover, an aggressive national marketing initiative which began rolling out in Los Angeles and the New York Tristate area in April and will continue this fall in South Florida. The campaign includes a combination of eye-catching outdoor advertising, sequential communications blitzes, branded entertainment initiatives, targeted event opportunities and synergistic brand partnerships.

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From its beginning as a manufacturer of motorcycle sidecars in 1922, Jaguar Cars has grown to become one of the world's premier manufacturers of luxury sedans and sports cars and with that, one of the most recognized commercial brands. The company's vision is simple: To produce beautiful fast cars that are desired the world over. The company operates two manufacturing plants in the United Kingdom and is fully engaged in environmental programs, community work and brand awareness exercises such as motorsports.

The Hollywood Bowl

One of the largest natural amphitheaters in the world, with a seating capacity of nearly 18,000, the Hollywood Bowl has been the summer home of the Los Angeles Philharmonic since its official opening in 1922, and is home to the best and brightest in all genres of music. The 2004 season introduced audiences to a revitalized Hollywood Bowl, featuring a newly-constructed shell and stage and the addition of four stadium screens enhancing stage views in the venue. To this day, $1 buys a seat at the top of the Bowl for many of the Los Angeles Philharmonic's concerts. While the Bowl is best known for its sizzling summer nights, during the day California's youngest patrons enjoy "SummerSounds: Music for Kids at the Hollywood Bowl," the Southland's most popular summer arts festival for children, now in its 42nd season. In January 2009, the Hollywood Bowl was named Best Major Outdoor Concert Venue for the fifth year in a row at the 20th Annual Pollstar Concert Industry Awards; the Bowl's summer music festival has become as much a part of a Southern California summer as beaches and barbecues, the Dodgers, and Disneyland.