Maserati Quattroporte 50th Anniversary


We celebrated the 50th anniversary of the Maserati Quattroporte with a series of events across the world which aimed to drive sales of the new model and create global media attention.


We developed a strategy for global markets conceptualising three different types of events – Private Previews, Dealership Launches and Global Media Launches – all underpinned by Maserati’s brand positioning of the Quattroporte, ‘For Life’s Gran Tour’.

To enable markets to activate the events locally, we produced a comprehensive toolkit which included everything from event look and feel to brand guidelines, guest management procedure and production requirements with a dedicated hotline set up to facilitate local market assistance.

We produced and managed the activation on the ground in six key European markets during an eight week roadshow.

The events were a huge success across the globe with both customers and media, with widespread coverage enforcing Maserati’s brand messaging and dealerships reporting a strong spike in sales both during and after the launch.


100% Positive feedback from Maserati and local markets

6 Events executed by us over an 8 week period