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Jaguar Gets Wrapped Up in the Holiday Season

13 December 2000

Jaguar Gets Wrapped Up in the Holiday Season

    MAHWAH, N.J., Dec. 12 Consumers are always looking for new
and innovative ways to give gifts for the holiday season.   This year Jaguar
has challenged the winner of Scotch tape's annual "Most Gifted Wrapper in
America" contest, Ellen Timberlake, to custom wrap the ultimate holiday gift,
a new Jaguar S-TYPE.
    "I consider wrapping the Jaguar to be the most difficult wrapping
challenge that I have faced," said Timberlake, former owner of a gift wrap
store "Wrapsody" and author of the book The Magic of Gift Wrap. "I love
creating distinctive gift wraps; it makes what is inside all the more enticing
(especially if it's a Jaguar!)"
    "Gift wrapping is a very timely theme right now," says Fran O'Hagan vice
president of retail operations for Jaguar North America. "We felt that
wrapping a Jaguar could only add to the anticipation of actually sitting
behind the wheel.  Challenging Ellen seemed like a fun way of communicating
the excitement of both giving and receiving a Jaguar."
    Jaguar recently launched its "Unwrap a Jaguar" campaign for the holiday
season.  All communications are centered around the "Unwrap" theme.  In the
broadcast campaign, Jaguar takes a humorous look at wrapping an S-TYPE for the
holiday season.  This theme will be carried through print, Internet and
showroom materials.