LONDON, U.K. —— Innovation partners Jaguar and Team Sky have been recognised for creating and delivering an outstanding joint PR campaign at the European Sponsorship Association Excellence Awards, which recognises the best sponsorship work across Europe.
The award was presented to the Jaguar communications team at a ceremony in London on 29 January. The ‘Best Use of PR’ category win was achieved after judges positively reviewed a comprehensive and integrated PR campaign delivered by the partner brands in 2014, which featured three core communications activities:
– The launch of the Pinarello Dogma F8 bicycle for Team Sky, engineered in partnership with Jaguar.
– An innovative film produced to mark the beginning of the 2014 Tour de France which features Team Sky rider Chris Froome ‘Cycling Under the Sea’.
– The creation of a bespoke Jaguar F-TYPE Coupé sports car, complete with Team Sky livery and unique bike rack design.
The objective of the Jaguar and Team Sky partnership is to enhance the team’s performances by integrating design and engineering resources to develop new products for application in competitive cycling. Promotion of these engineering innovations throughout 2014 has resulted in widespread global media coverage and engagement on social media, through some memorable marketing and PR ideas.
Richard Agnew, Global PR Director for Jaguar, said: “This award is fantastic endorsement of a campaign that celebrates innovation in engineering and technology amongst three great brands in Pinarello, Team Sky and Jaguar. We know cycling is always increasing in popularity, and leveraging that burgeoning interest has been key to the success of a fully integrated communications campaign targeting high profile editorial publications, popular social media channels and broadcast television, while ensuring content is appropriate for use in various marketing channels.”
Carsten Jeppesen, Team Sky Head of Technical Operations & Commercial said: “Our partnership with Jaguar is unique in the cycling industry. We have been able to work with Jaguar’s aerodynamics specialists to develop the Pinarello Dogma F8, which recently achieved critical acclaim for its industry-leading engineering and racing credentials at the recent London Design Awards. To work with a communications team as innovative as the engineers in the same company is inspiring.”
[Source : Jaguar Land Rover]