Media: Web Film
Category: Automotive
Client: Maserati Canada
Agency: LP/AD
Country: Canada
Director: Erin Rodness
Executive Creative Director: Alex Shifrin
Copywriter: Rinita Barua
DoP: Andy Muhauri
Post production: Olga Varzugina
Strategic Planner: Sasha Zaprudska
Digital Planner: Kris Ohlendorf
Published: August 2018
Synopsis:
The Grand Tourists is a digital content series being broadcast on Instagram's IGTV. Centred on Maserati's global slogan of 'An Italian story. A global'icon.’ the series sees travel bloggers take the Levante S on a ‘global’ road trip to Canada's province of Ontario’s destinations that share names with some of the world’s most famous and iconic cities. aren’t much of a surprise but when you put them up alongside Brussels, Delhi and Athens, it's a fun moment of rediscovery of a place they thought they’ve known all their life.
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.