To create awareness of the current Jaguar range and expose over 2,000 new or existing customers to the dynamic capabilities of the vehicles through multiple innovative activations.
The Art of Performance Tour is a global Jaguar campaign of which 46 countries participated in over the 2016/17 fiscal year. TAOPT was made up of 3 Tiers offering different experiences:
Tier 3 consisted of dealer activity. Tier 2 offered guests a Jaguar urban driving experience in central city locations in Auckland, Tauranga and Christchurch including, a Dynamic Drive experience and Jaguar’s cutting edge Smart Cone game.
T1 were exclusive track days at Hampton Downs and Highlands Motorsport Park featuring a range of activities that demonstrate the vehicles dynamic capabilities.An online booking website was also developed to allow customers to conveniently book into sessions in the various locations.
New Zealand's’ AOPT is now being held up as the JLR global ‘best practice’ example for all other markets. Since its successful completion, we can directly attribute at least 15 individual vehicle sales to the Art of Performance Tour 2016/17.