Maserati breaks Grand Tourists campaign
Automaker Maserati Canada has retained LP/AD of Toronto to develop a content marketing campaign promoting its new Levante S sport utility vehicle. The initiative will make use of a series of videos depicting travel bloggers visiting locations in Ontario that share the names of international capital cities. The campaign, called "The Grand Tourists," will run on Instagram's IGTV service as well as on the social media pages of Maserati dealerships.
"Maserati has traditionally been a brand seen to target a slightly older demographic," said Alex Shifrin, managing partner at LP/AD. "Producing digital content for a platform such as IGTV recognizes a broader industry shift towards a slightly younger communications target. Ontario has a long and quirky list of places such as Paris, London, Moscow, Delhi, Vienna, Copenhagen and many others that share names with world icon destinations. We thought it would be fun to take a global road trip of sorts to some of these places, all within the confines of Ontario."