The luxury car importer will spend 60% to 70% more on the introduction than it spent on all advertising in 1998, said Stephen Odell, VP-sales and marketing.
JOINT EFFORT OF O&M, JWT
He declined to be more specific. But Competitive Media Reporting data indicate Jaguar spent $32.9 million in measured media last year. That could indicate spending for the launch in the $50 million dollar range.
The blitz, starting in May, marks a series of firsts for Jaguar. It's the brand's first appearance on network TV, first global campaign and the first joint effort of Ogilvy & Mather Worldwide and J. Walter Thompson Co.
The ads break in the U.K. this month.
Welsh singer Shirley Bassey, known for the theme song to the James Bond movie "Goldfinger," is accompanied by hipster band Propellerheads in 30-second and 60-second versions of the single commercial, called "History Repeating."
The buy includes six weeks of concurrent network and cable TV, followed by three weeks of spot TV in 15 markets.
Jaguar expects the smaller new car, which will be the brand's least-expensive vehicle, to attract buyers roughly 10 years younger than its existing owners, said Mr. Odell.
The average age of the brand's owner is 52, with an annual household income of more than $200,000. The S-type's target buyer is expected to have an annual household income of more than $100,000.
To reach this new, broader audience, Jaguar has expanded its media buy, said Sue Rhodes, communications manager. Magazines new to the marque's schedule include GQ, Skiing, Vanity Fair, Vogue and Wired.
Jaguar also is the sole car sponsor of horseracing's Triple Crown.
Ford Motor Media, Detroit, the dedicated buying agency of Jaguar's parent, Ford Motor Co., handles placement.
HIGH HOPES FOR S SALES
Jaguar hopes the S-type will improve its sales volume dramatically. It expects to sell roughly 17,000 to 18,000 of the new models in the U.S. this year and 22,000 in 2000.