June 26, 2012
Italian automaker Maserati is inviting a select number of consumers to a new experience in Europe that lets attendees sail on the Maserati VOR 70 monohull and drive models in its current range including the new Maserati GranTurismo Sport.
The traveling Maserati Drive & Sail Experience began June 22 on Port Adriano in the Balearic Islands, Spain, and will also stop June 30-July 1 at Marina de Ibiza, Ibiza Town, Spain, and end in September at the Yacht Club de Monaco, Monaco. Four Maserati models will be displayed at the port while guests sail with skipper and two-time winner of the Around Alone global solo race Giovanni Soldini.
"Every prospect who participates in Maserati’s drive-and-sail event cannot help but absorb information about Maserati vehicles,” said Al Ries, chairman of Ries & Ries, Atlanta.
“Furthermore, there is also the word-of-mouth angle, since participants are likely to tell friends and relatives about the event," he said.
“It could become a long-term marketing activity associated with the Maserati brand and other luxury vehicle manufacturers would hesitate to copy an idea association with a competitor.”
Mr. Ries is not affiliated with Maserati, but agreed to comment as an industry expert.
Maserati did not respond before press deadline.
Surf and turf
The Maserati Drive & Sail Experience is dedicated to a selected number of guests, per the automaker. It likely invited brand loyalists as well as press and affluent local citizens.
The event began June 22 at Port Adriano where guests could interact with car models and ride the ship on a chartered journey with Mr. Soldini.
Guests sailed on the Maserati VOR 70, a 70-foot monohull yacht. The boat was tied on the main pontoon in Port Adriano through June 24 for local enthusiasts to see.
Maserati VOR 70
In addition, the GranCabrio Sport, new GranTurismo Sport, GranTurismo MC Stradale and Quattroporte Sport GTS were displayed at the port. Driving instructors were on-hand to guide attendees through each vehicle.
It seems that Maserati is upping the exclusivity factor for the brand by sharing the experience on Facebook, but stressing that the events are invitation-only.
Maserati Drive&Sail Experience at Port Adriano
Dates and timing for future events were not announced as of press deadline.
“The event concept adds value by showing Maserati's diversity in the luxury space, from automotive to yachting, racing and luxury, and creates a worldly, sophisticated setting to allow prospective clientele to experience the brand in a meaningful way,” said Ryan Hattaway, president of Mogul Media Group, Miami.
“Because the event is also unique in nature, it creates a more compelling story and backdrop for media to cover.
Summer time
Maserati is tapping European consumers who are in a state of mind to enjoy summer activities such as sailing.
In fact, many automakers are aligning with sports that take place only in the summer and are displaying models and interacting with consumers at sporting events.
For instance, British automaker Bentley Motors is pushing the 2013 Continental GT Speed, what it calls its fastest model to date, at the 2012 Goodwood Festival of Speed in Britain, an event that draws auto enthusiasts who want to view daily races (see story).
In addition, BMW and Mercedes sponsor golf events that are popular during summer.
German automaker BMW used its sponsorship of the BMW ClubCorp Best Ball Challenge as an opportunity to offer test drives and build brand awareness. The automaker had exclusive access to an audience with household incomes of approximately $256,000 (see story).
Also, Toyota Corp.’s Lexus created more awareness for its title as the official car of the 2012 U.S. Open by hosting a Twitter chat and adding to its interactive on-site experiences.
Consumers who attended the tournament were able to participate in interactive activities with the automaker as they have in the past, but new this year is a card-activation contest along the course (see story).
Maserati will likely reach its target audience of affluent consumers who crave exclusivity at its drive-and-sail events.
“Luxury customers want to be pampered,” Mr. Ries said. “If they are going to spend a lot of money on anything, they want to get extra attention.
“A drive-and-sail event is also something new and different and could appeal to quite a few prospects,” he said. “Being invited to an exclusive event makes the prospect feel important.
“Maserati will probably reach older people with time on their hands, which is not necessarily bad since older prospects have more disposable income to spend on luxury vehicles.”
Also, events can initiate personal relationships with a brand going forward.
"Exclusive events allow prospective clientele to have a physical brand experience with the product — they can see, touch and feel the brand," Mogul Media Group's Mr. Hattaway said.
"They give luxury automakers an opportunity to develop a personal relationship with the prospective customer and better educate them on the product," he said.
"If the events are designed and executed properly, they will most certainly sell several new vehicles, generate a list of prospective clientele that they can grow a relationship with, generate media placements surrounding these events internationally and in each market, and build value in the brand and further position themselves in the yachting and luxury space."
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
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