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. Specialising 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 utilising digital avenues.

As part of a planned ongoing series by Maserati and the agency, ‘The Grand Tourists’ rolls out across the social media accounts of Maserati’s Canadian dealership network – including locations across British Columbia, Alberta, Saskatchewan, Manitoba, Ontario and Quebec. Assets include fun facts that celebrate each destination, interaction of the bloggers and edited content of the Levante S against the backdrop of each location’s landmarks. The campaign culminates in a full length IGTV film highlighting the entire road trip.

Alex Shifrin, Managing Partner at LP/AD explains: “What’s engaging about this road trip series is the destinations are a bit of a surprise even to people who’ve lived in Canada their whole lives. For Ontario residents, places like London and Kingston 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 you thought you’ve known all your life!”