FERRARI-MASERATI (NORTH AMERICA)

Our Client: Ferrari and Maserati North America serve as the importers and distributors of Ferrari and Maserati vehicles across the United States, Canada, and South America.

Our Challenge: After a decade-long absence, Ferrari reintroduced the Maserati brand back into the US and created a new narrative, re-establishing the brand among the upper echelon of sports cars.

Our Approach: JCI’s successful communications efforts tied the brand to its Hollywood roots, with extensive national promotions and PR as well as capitalizing on strategic product placement. JCI leveraged its Hollywood relationships; we had the brand featured at the Golden Globes, bringing celebrities and extensive media coverage to Maserati across the US. The Maserati Six Decades of Glamour Party kicked off Golden Globes weekend and featured a performance by the Pussycat Dolls and Paris Hilton.

Our Results: The US quickly became the largest market for Maserati worldwide. The team worked in a number of areas, from major events in association with major brands, to new product announcements, global auto race activities, and extensive broadcast and editorial coverage of the new brand, with features in Glamour, InStyle, People, Town & County, USA Today, and Vanity Fair. Media coverage reached nearly 100 million people, through outlets such as Entertainment Tonight, ABC News, CBS, NBC, Good Morning America, CNN, and local market media in NY, Miami, Dallas, Chicago, San Francisco and LA. High profile product placements and promotional and PR tie-ins with such high profile movies.