MAY 17, 2004
Jaguar gets it right
Jaguar Racing has been the frontrunner in linking its Formula 1 programme to the VIP world and last year led the way by linking up with the diamond industry at Monaco and later by bringing Arnold Schwarzenegger to the British GP. This year Jaguar has gone even further with plans to launch the new Ocean 12 movie at the Monaco Grand Prix, with VIP guests including some of the big names in the cast. It is not yet clear who will be at Monaco this weekend but the stars of Ocean's 12 include George Clooney, Brad Pitt, Matt Damon, Catherine Zeta Jones, Andy Garcia and Julia Roberts.
For the first time in Formula 1, imagery from the movie will form a central part of Jaguar Racing's presence at Monaco, with branding appearing on team shirts, driver and mechanics overalls and in the team's pit-lane garage, as well as on the cars themselves. It is the first time Hollywood has entered into such a partnership with an F1 team to reach F1's worldwide TV audience.
"The Monaco Grand Prix is the highlight of the global racing calendar and Ocean's 12 will be one of the most exhilarating, thrilling and stylish films of the year," says Jerry Weintraub, Producer of Ocean's 12. "This partnership reflects how Formula 1 is the perfect audience for us and Jaguar Racing the preferred partner. The cast can't wait to see their names hurtling round the streets of Monaco."
Jaguar Racing will also be announcing a new sponsor on Wednesday at Prince Rainier's car museum in Monaco.
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