 Ferrari Maserati North America
JCI was instrumental in helping Ferrari reintroduce the Maserati brand to the US after a 10 year absence. JCI was successful in tying the brand to its Hollywood roots with extensive national promotions and PR, as well as capitalizing on strategic product placement. Some highlights include:
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Extensive editorial coverage of the new brand and its heritage of elegance, luxury and a strong Hollywood following |
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A branding program in lifestyle publications with a focus on men and women ages 18-49, such as Vanity Fair, InStyle, People, US Weekly, Glamour, Town & Country and USA TODAY |
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Broadcast coverage of the brand's reintroduction to the United States, including national and local media coverage by Entertainment Tonight, 20/20, Charlie Rose, CNBC Power Lunch, CNN Newsnight with Aaron Brown, and local market media in NY, Miami, Dallas, Chicago, San Francisco and Los Angeles |
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Creating a highly successful event in association with the Golden Globe Awards that brought top-tier celebrities and extensive media coverage to Maserati and their presence in the U.S. and Hollywood. |
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Maserati and Opus One – Wealthiest Californians Weekend Wine Event. Some of the wealthiest Californians were treated to a weekend at the Napa Valley Wine Festival with a free Maserati rental and the world’s finest wines. |
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Promotional and PR tie-ins with high profile movies Bad Boys 2, Charlie's Angels II, Underworld, and the Soprano’s television series |
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Front page Wall Street Journal coverage of the introduction of the new Ferrari 599 |
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