Brief
Brief to build familiarity with Maserati brand amongst MAMILS, and support the launch of the new Ghibli and Levante models.
Our insight showed a significant overlap between MAMILs and the Maserati target demographic
Cyclists are also passionate about design, detail and performance, cornerstones of the Maserati brand.
Creative Solution
To raise the profile of the brand amongst cyclists we sponsored a selection of grassroots cycling events:
- Tour de Yorkshire Ride (title sponsorship)
- London Cycle Sportive
- Eroica Britannia
- Champions of Cyclesport Dinner
Results
150+ pieces of coverage
Over 20,000 cyclists attended Maserati-sponsored events
250+ high net worth prospects attended bespoke dealership ride events across the country
New Levante SUV showcased at Eroica Britannia, Rouleur Classic and Champions of Cyclesport events
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