Case study

JLR – Owing the Luxury Space

Jaguar Land Rover had an established relationship with auto-focused media. They wanted to become more known as a lifestyle brand and tasked Dentsu PR team with this ask.


COVID-19 meant Australian borders were shut for two years, severely impacting import and distribution of new cars. That also meant that we were limited in the number of cars and activations we could do.

Working in close partnership with Dentsu X media team, we created a tailored yearly approach that included bespoke stories, luxury experience events to drive product awareness through editorial and social content.

During 2021, Dentsu team worked in a series of bespoke pitches, targeting luxury and lifestyle media, generating the desired coverage. We also engaged influencers and celebrities to participate at events and brand experiences, creating inspiring social content, that was then boosted to the targeted audience.

  • 50 unique press coverage hit
  • +6.8M potential combined earned impressions in 2021
  • 3 events coordinated
  • 10 influencers engaged for events and ambassador content
  • +1M social reach
  • 100% brand mention in PR coverage
  • 100% positive coverage