Jaguar is kicking off a new advertising campaign for the F-Type across a variety of media.

Jaguar is kicking off a new advertising campaign featuring its new F-Type that includes both television and a heavy dose of social media to help shape perceptions of Jag’s new sports car.

Dubbed “Your Turn,” the campaign supporting the launch of the all-new F-Type, Jaguar’s first new true sports car model in 50 years, which also represents a return to the company’s heartland, a two-seater, convertible sports car, focus on performance, agility and driver connection.

“We have built on Jaguar’s sports car heritage which stretches over 75 years, and in the F-Type we have reignited the flame,” said Adrian Hallmark, global brand director of Jaguar.

“The Jaguar F-Type sports car – not designed to be like anyone else’s sports car – is ultra-precise, powerful, sensual and most of all it feels alive. The campaign perfectly embodies all Jaguar’s values.”

The multi-channel global campaign will include integrated activity across TV, cinema, print, digital, mobile and tablet, as well as experiential and social media. Spark44, the lead strategic communications partner for Jaguar, was responsible for the creative positioning and strategy, experience architecture, website design and all creative executions. Mindshare, Jaguar’s media agency, managed the media planning and buying for the maker.

The U.S. execution of the global campaign will focus heavily on TV and digital with some integrated print executions, and leverage personalities that will appeal to a younger or at least more youth-minded audience.

“The integrated campaign strives to engage customers with an emphasis on the F-Type vehicle’s performance, sound, look and feel,” said Joe Torpey, communications manager, Jaguar North America.

“The media plan speaks to the cars’ personality via partners like ESPN and Playboy for example, and has live elements with integration of the vehicle in motion. This is the most exciting, and important marketing launch for Jaguar in many years driving us to create a highly engaging approach to market and bringing consumers into the experience.”

More than 50,000 people have already expressed interest in the F-Type and the “Your Turn” campaign targets the key audience of 25-54 year olds, comprised of consumers with varied interests and lifestyles.

Mindshare created a marketing program that will appeal to early adopters. It touches on a variety of outlets, including activations in: broadcast; cinema; high-impact digital; and Connected TV platforms.

(Click Here to read about TDB’s first drive in the new F-Type.)

The F-Type, which will reach showrooms in the U.S. this month, features a new sports car design language for Jaguar, incorporating clean lines accented by the discreet use of technology, including a deployable rear spoiler and hidden door handles.

This vehicle is the first official sports car that the brand has offered in more than 50 years. With front-engine, lightweight aluminum architecture and rear-wheel drive, the F-Type was engineered to be a true high-performance sports car.

(Jaguar likely to boost production run of “track focused” XKR-S-GT. Click Here to read more.)

The car will be available in three models: F-Type, F-Type S and the F-Type V8 S. Prices for the F-Type will start at $69,000.