Jaguar launches new ‘Fit for a Queen’ LGBTQI campaign with Queer Screen via Spark44 Sydney

This year, Jaguar has 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.

On Friday 1st March, the Jag Queen Service Centre will host several of Australia’s most celebrated queens, who have been invited to participate in Jaguar’s first-ever Drag Queen Catwalk Contest. In the ultimate celebration of self expression, participants will be given the opportunity to strut their stuff – in looks inspired by the spirit of the Jaguar cat – for the chance to win a trip to London Pride in July 2019.

Parade Day itself will see the Jag Queen Service Centre become a hub of Sephora drag- formations, or simply a place to touch up, and catch a refreshment before continuing celebrations with loved ones and friends. A celebration of gender and sexual diversity, the Jag Queen Service Centre will be a safe and welcoming place true to Queer Screen’s 2019 festival theme of ’embrace your story’.

Says Mark Cameron, managing director of Jaguar Land Rover Australia: “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.”

Says Jasmin Bedir, managing director, Spark44 Sydney: “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.”

Spark44

Madeleine Batkin-Walkerden – Art Director

Alec Burman – Copywriter

Erinna Lambert – Senior Producer

Jaguar Land Rover

Emily Johnson – Brand Events & Sponsorship Manager

Romy Briers – Digital Marketing Manager

Thomson Street

Alistair Thomson – Director

BLACK Communications

Naomi Parry – Director

Natalia Sakowicz – Account Director