Maserati

Our Challenge: After a decade-long absence, Ferrari reintroduced the Maserati brand back into the United States in 2002 and needed to create a new narrative establishing the brand among the upper echelon of Italian sports cars, for which JCI helped coordinate the national PR campaign.

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 Los Angeles base to feature Maserati at the Golden Globes, bringing top-tier celebrities and extensive media coverage to Maserati’s presence in Hollywood and the broader United States. The Maserati Six Decades of Glamour Party kicked off Golden Globes weekend at the Pacific Design Center in Los Angeles, and featured a performance by the Pussycat Dolls and Paris Hilton.

Our Results: The campaign was very well-received, and the United States quickly became the largest market for Maserati worldwide. There was extensive broadcast and editorial coverage of the new brand, with features in Glamour, InStyle, People, Town & County, USA Today, and Vanity Fair.