Luxury Italian car manufacturer, Maserati, has partnered with Toronto-based agency LP/AD for its latest local campaign ‘The Grand Tourists’. The digital content series being broadcast on IGTV comes as the car-maker widens communications to focus more on dealer-focused activities. Centred on ‘An Italian story. A global icon.’, the campaign shows the long-distance and unique possibilities of experiencing new places with Maserati. ‘The Grand Tourists’ sees travel bloggers take the Levante S on a ‘global’ road trip to Ontario’s namesake destinations of some of the world’s most famous and iconic cities.
The tongue-in-cheek vision plays on the Canadian province being home to over 20 locations all named after famous cities from across the world. Promoting the driving dynamics of a gran turismo sport car embedded into Maserati’s new SUV, social influencers take the car on a grand tour of the world across Ontario. Creatively devised by LP/AD, the campaign comprises of a series of social assets rolled out across IGTV. The series showcases Maserati’s legendary sensorial driving experience with its new SUV model, designed for a unique on-road drivability with competitive off-road capabilities and leading comfort.
The campaign comes as the luxury car brand continues its history of innovations in lifestyle marketing by targeting a younger, digital-forward demographic. Specializing in brand development, LP/AD harnessed Maserati’s global icon status whilst nurturing a local Canadian presence to capture the imagination of an urban audience utilizing digital avenues. The campaign runs on the following Instagram channels from August 13, 2018: Maserati Alberta Maserati Toronto Maserati Ontario Mark Motors Group Ferrari Maserati Vancouver Maserati Victoria Maserati Winnipeg.
This professional campaign titled 'The Maserati Grand Tourists Trailer' was published in Canada in August, 2018. It was created for the brand: Maserati, by ad agency: LP/AD. This Film medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 5 years ago.
Advertising Agency: LP/AD, Toronto, Canada
Creative Director: Alex Shifrin
Art Director: Erin Rodness
Copywriter: Rinita Barua
Account Planner: Sasha Zaprudska
Digital Planner: Kris Ohlendorf