Jaguar roars into Heathrow Airport with campaign for new F-PACE model

Jaguar has begun a four-week campaign at Heathrow Airport to support the global launch of the F-PACE, the luxury car brand’s first high-performance SUV.

To bring the F-PACE to life, Jaguar has implemented an experiential campaign through JCDecaux Airport at Terminal 5. The terminal, Heathrow’s busiest, welcomes over 16 million departing passengers each year.

The huge 7m x 2.1m unit, located in the Departures lounge, displays two lenticular visuals of the F-PACE at a 1:1 scale, showcasing the vehicle’s distinctive architecture and spacious interior. 3D motion graphics change with the movement of the viewer, providing depth and animation.

In addition to the visuals, passengers can discover more about the F-PACE’s features by connecting to the dedicated Jaguar Wi-Fi hotspot on their mobile devices. After watching a short piece of content, passengers are directed to the F-PACE website, where they can learn more about the technology and features and even book a test drive.

A take-off with a difference as Jaguar steps up the PACE at Heathrow

To support the experiential stand and increase their coverage, Jaguar are also running a digital campaign across all Heathrow terminals, unmissable to 100% of the departing audience.

Heathrow has an AB profile of 51% and an average dwell time of 147 minutes. T5 is the perfect location for Jaguar to reach its target audience of affluent families, while capitalising on their desire for distraction and entertainment by providing an engaging interactive experience, said JCDecaux Airport.

Jaguar Land Rover UK National Media Manager Christopher Wood said: “Our media has been hand-picked to allow us to reach consumers in highly relevant environments. Creatively our F-PACE campaign uses contextually relevant messaging to demonstrate the no compromise nature of F-PACE.”

JCDecaux Airport Marketing Director Steve Cox said: “The airport environment is unique in delivering an affluent, influential audience actively seeking distraction and interaction. What better place to create an engaging installation for a brand as iconic as Jaguar?

“It’s a fabulous communication opportunity for the client that also adds value for the passenger – a true win/win.”

The experiential campaign will run until 5 June and was booked through JCDecaux Airport by Kinetic and Mindshare.

FOOTNOTE: The Moodie Davitt Report is the only industry media to cover all airport consumer services, revenue generating and otherwise. We embrace all airport non-aeronautical revenues, including property, passenger lounges, car parking, hotels, hospital and other medical facilities, the Internet, advertising and related revenue streams.

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