Special PR launches Jaguar Design Drives for Grand Designs

AUCKLAND, Today:  Special PR has launched a new integrated campaign – premiering on TVNZ 1 tonight – for Jaguar, to amplify its sponsorship of Grand Designs NZ.

Coinciding with the seventh season of Grand Designs, Jaguar is launching a series of guided luxury drives – in state-of-the-art Jags – across the country to showcase Aotearoa’s most magnificent homes.

The Jaguar Design Drives will take viewers behind the scenes to experience the innovation in design and architecture, guided by Grand Designs NZ’s new host, Tom Webster. 

The British-born architect – known locally for his involvement in the design of The Hotel Britomart – will take “intimate” groups on guided tours of Auckland, Wellington and Christchurch in all-electric Jaguar I-PACE and PHEV F-PACE, visiting houses hand-selected by the show’s producers. 

Special PR has been responsible for concept development, content production, media relations and experiential and activation; and is leveraging a strategic sponsorship property secured by Jaguar Land Rover media agency Together.

“This is a clever example of all marketing disciplines working together – it’s been fun working with Special PR, Together and TVNZ to make it a reality.”

Stepping into the role as the new show host, and guide of the Jaguar Design Drives, Webster said: “Grand Designs New Zealand is known for capturing remarkable builds and the extensive design journey involved with these diverse projects.

“I’m excited to welcome guests to experience these impressive homes firsthand – something that has never been done in the show’s history.”

Special PR’s Kelly Grindle said: “We try and deploy PR in the calendar moments when it makes sense – in this case, we knew Together had a cracking media sponsorship, and design is a core brand pillar, so our recommendation has been to double down on the property and make some real noise through an experiential activation that engages customer and the public alike, whilst also generating headlines.”

Jaguar marketing manager Luke Meurant said: “This is where sponsorship works best – when it is integrated across media relations, content development, social channels, and live experience.

“This is a clever example of all marketing disciplines working together, and it’s been great fun working with Special PR, Together and TVNZ to make it a reality.”

EVENT DETAILS

Location: Auckland
Dates: Saturday 29 October and Sunday 30 October
Time: From 9am
Location: Wellington
Date: Saturday 5 November
Time: From 9am
Location: Christchurch
Date: Saturday 12 November
Time: From 9am

Tickets cost $ 1500 for two people, including a full-day Jaguar loan, light refreshments on arrival and lunch at one of the featured homes.

• Buy tickets: iticket.co.nz/go-to/jaguar