Unique Maserati Campaign Offers High-Profile Message & ExperienceInnovative Marketing Tool Delivers on Exclusivity of Maserati Brand
ENGLEWOOD CLIFFS, N.J., March 18 — Maserati North America has launched a unique direct response marketing campaign that will make the dream of one lucky sports car enthusiast and guest come true by presenting a magnificent Italian getaway that embodies the performance, style and exclusivity that only Maserati and it’s 90-year heritage can offer.
Celebrating Maserati s return to racing in the United States, the company has taken the opportunity to further a fantasy among car enthusiasts — by providing a never before offered trip, behind the scenes of one of the world s most exclusive and premium performance brands.
Today, Maserati will launch a unique campaign in key markets throughout the country with an ad that directs respondents to a new web site www.maseratiamerica.com/modena where consumers can register to be selected for a 5-day Maserati Getaway package offered by Maserati North America. The experience will include luxurious accommodations in Emilia Romagna, (one of the most beautiful and culturally significant regions in Italy); a 2-day “Maserati Master GT” driving school; tours of the Maserati factory (one of the most modern and technologically advanced in the world) and racing department; a visit to Maserati engine assembly; dining at the region s most celebrated restaurants; and round-trip, business class airfare from the U.S. to Italy on Alitalia. Program registration will run through April 14, 2005.
According to Marco Mattiacci, vice president of marketing for Ferrari Maserati North America, the upcoming direct response program is only one element of a phased marketing campaign which began with a record-breaking 6-minute sale of 60 unit’s of a Neiman Marcus Limited-edition 2005 Quattroporte luxury performance sedan within the annual Christmas Book, and will continue by supporting Maserati s racing heritage which enters U.S. competition this weekend at the 12-hours of Sebring in the MC-12 race car.
“It has been our choice to look for more innovative and alternative marketing tools to reach our target,” said Mattiacci. “Maserati s more than 90-year heritage has always combined high performance, race-bred technology and engineering excellence, with beautiful and unparalleled Italian style — creating some of the most desirable cars on the road. And we re offering a chance to experience the same overwhelming emotions that past Maserati drivers like Juan Manuel Fangio and Sir Stirling Moss have experienced.”
Mattiacci also noted that since Maserati re-entered the U.S. marketplace in 2002, the brand has a proven success record with strong sales, high customer satisfaction and extensive waiting lists for it’s newest flagship model, the 2005 Quattroporte luxury performance sedan. The Quattroporte has received numerous accolades from the automotive and lifestyle press including recognition as Robb Report s “Best Sedan,” and listed among Chief Executive Magazine s “Top Ten Cars for CEOs.”
Maserati currently is adding “Maserati-only” dealerships in key U.S. markets and has furthered it’s consumer awareness through targeted product placements in films such as “Charlie s Angels 2” as well as popular television and cable shows including “Desperate Housewives,” “Sopranos,” and “Nip and Tuck.”
Maserati North America, Inc., based in Englewood, N.J., has 45 dealers nationwide and is the exclusive distributor of the Maserati Quattroporte 4-door luxury sedan, 2-door Coupe, GranSport performance coupe and Spyder convertible. Maserati vehicles are handcrafted and designed in Modena, Italy.