Working from the global brand strategy, Jaguar Canada was charged with developing a unique market-specific 'London Calling' promotion targeting a variety of purchase intenders. Each prospect received a stylish personalised package from Jaguar in a airline ticket jacket. Inside the jacket was a business reply card and a test drive certificate that resembled an airline 'boarding pass'. Working the air travel metaphor further, the enclosed 'itinerary' explained how to arrange a Jaguar test drive to automatically earn multiple chances to win a British Airways Executive Class flight to London plus accommodations at one of Hilton’s First Class London hotels.

Overall, the program was a tremendous success with 10.39% of responders completing and returning the business reply card and 5% redeeming their test drive certificates for a chance to win the all-expense paid trip to London. Among current Jaguar owners, the response rate was 12.4%, exceeding target by 300% and 6.8% of owners visited the showroom to test drive one of the new models (350% above target). Additionally, Jaguar’s proprietary CKS (Customer Knowledge System) saw responses coming in at a rate of 20% over target, or approximately 5 times higher than anticipated.