WORKS/ MASERATI ROSSOCORSA
2024
Positioning a luxury brand in South Tyrol
PROJECT
Positioning and communication strategy for the launch of the Maserati Rossocorsa dealership in South Tyrol, featuring exclusive events and strategic collaborations.
INSIGHT
In a market where German brands like Audi and Porsche hold a strong presence, Maserati’s positioning as an Italian luxury brand – alongside its Ferrari-affiliated dealership – needed to be tailored to the unique characteristics of South Tyrol, blending elegance, performance, and tradition.
STRATEGY
To enhance Maserati’s identity in South Tyrol and connect with its target audience, a communication strategy was designed to blend the brand’s prestige with exclusive events. Key initiatives included the launch of the Grecale SUV at the Mondo delle Orchidee Raffeiner in Gargazzone, snow test drives in collaboration with Hotel AMA Stay in Sant’Egidio di Marebbe, and a partnership with Michelin-starred chef Alessandro Gilmozzi, who was engaged as a brand ambassador.
Additionally, Maserati sponsored the Busoni Competition, Bolzano’s renowned international piano festival, further strengthening its connection to the world of culture and artistic excellence.
COMMUNICATION
The premium experiences designed by Mercurio and tailored to the target audience were captured through a photographic and audiovisual language that reflects their quality. The communication of the experience intertwines with the brand’s narrative, with the photographs showcasing attention to detail in the finishes.
