Luxury car brand Jaguar has launched its latest campaign – “Fit for a Queen” – just in time for this years’ Mari Gras.
Jaguar partnered with Queer Screen to present its 26th Mardi Gras Film Festival.
To promote the sponsorship, Jaguar and its JV agency Spark44 have created an integrated communications campaign “Fit for a Queen”, celebrating individualism and Queer storytelling.
In addition to advertising assets featuring iconic Drag Queen Rhumah Hazzet, a “Jag Queen Service Centre” will be popping up at Taylor Square on Oxford Street, created by event partner Thomson Street.
Celebrating 2019’s spirit of inclusion, and to launch Jaguar’s exciting new Queer Screen partnership, the Jag Queen Service Centre will be a one-stop-shop for Mardi Gras festivalgoers, offering Sephora touch-ups of lippy or sparkle, or full drag-formations on the day of the parade.
Jaguar Land Rover Australia MD Mark Cameron said: We’re extremely proud to be partnering with Queer Screen’s 26th Mardi Gras Film Festival and to celebrate the spirit of the festival with our Jag Queen Service Centre.
“Inclusion is integral to the way that we do business at Jaguar and we recently established the Jaguar Land Rover PRIDE LGBTQI network in the UK.
“We are excited to celebrate creativity, equality and diversity with the incredible line-up of LGBTQI talent and films in this year’s festival, and of course to have some fun at our Jaguar Service Centre”.
Spark44 Sydney MD Jasmin Bedir said: “We’re very proud of the campaign we have created for Jaguar Australia together with our partner agencies.
“We love the fact that we were able to work with and support a group of people who are the ultimate expression of creative storytelling – our “Jag” Queens”.