Jaguar, the world renowned luxury car manufacturer, finally unveiled its much-anticipated all-new XJ in Mainland China in November last year. Building on the success of the new XK and XF models, the new XJ is a landmark for the revitalized Jaguar brand and was the most important product launch for the company in Mainland China in 2009.

To reveal the luxury sports car, Jaguar started with exclusive blackroom events for media and VIPs in landmark luxury locations in Beijing and Shanghai, followed by the first public reveal at the Guangzhou Auto Show. Ketchum Shanghai, with the support of Ketchum teams in Beijing and Guangzhou, worked closely with Jaguar China on the program conceptualization and media relations for the blackroom events and public reveal at the Auto Show.

The blackroom events consisted of preview sessions and a VIP party in each city. At the VIP party at the Peninsula Shanghai on the Bund, world-famous Chinese violinist Lv Si-qing gave a breathtaking performance which made a truly memorable evening.

For the media preview sessions in Beijing and Shanghai, more than 60 media titles including leading auto, general, lifestyle, web and TV attended. Senior editors from lifestyle and auto media were also invited to attend the VIP parties.

The public reveal at the Guangzhou Auto Show presented another test – make Jaguar heard at a crowded trade show. Ketchum secured over 60 media titles for the press conference and seized every opportunity to organize a whole afternoon of interviews and webcasts for Jaguar management.

By the end of December, more than 160 clippings had been collected with over 20 TV airings, and the feedback from media overwhelmingly positive.