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Article: Jaguar takes tunes for a drive: Ford targets potential Jag Buyers with boxed-set giveaway.(Making The Brand)
- Article from:
- Billboard
- Article date:
- May 14, 2005
- Author:
CopyrightCOPYRIGHT 2005 VNU Business Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Automotive giant Ford is putting some teeth into promoting its upscale Jaguar brand through some strong musical relationships.
Ford is readying a four-CD boxed set titled "Jaguar 2005, Volume 2.3 and 2.4." The dance/electronic collection (with dollops of rock) is available as a giveaway to potential Jag buyers who sign up for a test drive at jaguar2005.com.
The boxed set--5,000 were produced--was given away at a couple of Jaguar/DKNY Jeans-sponsored events at Lago Sol in Rancho Mirage, Calif., coinciding with the just-completed Coachella music festival.
"We want to connect with a younger audience," says James Thomas, communications director of ...