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. Specialising 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 utilising 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
CLIENT BRAND: Maserati Canada
CLIENT LEAD: Richard Trevisan
CREATIVE AGENCY CREATIVE AGENCY: LP/AD
CREATIVE DIRECTOR: Alex Shifrin
COPYWRITER: Rinita Barua
DIGITAL PLANNER: Kris Ohlendorf
DIRECTOR: Erin Rodness
STRATEGIC PLANNER: Sasha Zaprudska
EDITOR/POST PRODUCTION/SOUND DESIGN: Erin Rodness, Olga Varzugina (Post Production) DP: Andy Muhauri