Client objective: The vaunted luxury Italian car manufacturer, Maserati, wanted to use its 100th anniversary to enhance its brand with the passionate automotive enthusiasts who read Autoweek.
Solution: Autoweek Media Group and Maserati North American teamed up to tell the Maserati story. The 52-page custom magazine chronicles it all, starting in 1914 when a group of brothers conceived their iconic automobiles in the basement of their Bologna, Italy home. It tells the story of the Maserati brothers, their unique challenges and their love for engineering the finest-quality, fastest automobiles both on and off the track and of the company’s rise to international stature.
The custom magazine benefits from the striking photography for which Autoweek is known. Crisp images set in amazing environments with superb lighting creates an effusive blend of luxury that highlights Maserati and the passion Autoweek has for great cars.
Distribution of 600,000 copies included a special supplement in Autoweeks’ May 26, 2014 issue, delivery to dealers, customers and prospects and distribution at auto events throughout the year. Maserati was so pleased with the execution, it distributed the publication globally, identifying it within the company as a best practice.
Results: Maserati extended its reach to important audiences, enhancing its brand and driving consideration.