Ford Motor Co.’s Jaguar, Mahwah, NJ, hit the road this month as sponsor of singer Janet Jackson’s All For You World Tour 2001, while Redmond, WA-based Microsoft Corp. logged on as exclusive online sponsor. The tour runs through mid-October.
Jaguar’s new X-Type model will be featured along with Jackson in a video that opens each performance, and will be displayed at each venue. The brand also gets title billing, arena signage, and inclusion in all tour advertising, promotion, and publicity. A radio overlay will offer the car for a two-year lease.
Jaguar’s first tour sponsorship, the deal “is a powerful statement of our intentions to become more accessible to a new generation,” says Jaguar North America vp-marketing Michelle Cervantez. The tour is produced by New York City-based Clear Channel Entertainment (formerly SFX, Inc.).
Meanwhile, The Microsoft Network Internet service will activate via music.msn.com by providing access to Jackson interviews, live chats, and behind-the-scenes tour footage. A Listen to Win on MSN promotion will support, offering a chance to meet the star during the tour’s Paris stop.
MSN will also introduce a co-branded ISP service called Janet on MSN that will provide standard services with special content and graphics. MSN rival America Online, Vienna, VA, is currently sponsoring Madonna’s Drowned Out tour.
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