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| Maserati dangles a trip to Italy |
Maserati North America is targeting the wealthy with a direct response marketing campaign that dangles a trip for two to Italy for a sports car enthusiast.
Though consumers of any income can enter the sweepstakes, the direct mail pieces target consumers with a minimum household income of $500,000, Maserati spokesperson Deb Pollack said.
Pollack declined to say how many pieces would go out, but said Maserati expected a response rate of between 8-10%. The pieces will be mailed in key markets, including New York, Los Angeles, Chicago and Las Vegas.
“As a premium brand, Maserati targets a very specific segment of the car market,” Pollack said. “Previous campaigns have been very successful with high response rates indicating that the product and marketing proposition being presented to this niche is quite appealing.”
The mailing directs consumers to
Maseratiusa.com/modena, where they can register to win the five-day Maserati Getaway Package for two. The experience will include accommodations in Emilia Romagna, Italy, two days at the Maserati Master GT driving school, a tour of the Maserati factory and racing department, a visit to the Maserati engine assembly plant, dining at the region’s most celebrated restaurants and round-trip business class airfare from the U.S. to Italy on Alitalia. Registration began March 17 and will run through April 14.
At the Web site, consumers can also request a brochure, find a dealer and send info about Maserati North America to a friend.
Ads placed in
The Wall Street Journal,
Los Angeles Times,
Las Vegas Review & Journal and
Variety also support the sweeps.
Network
