Our Work

The Challenge

Within a limited six-month project, secure high profile mainstream
national press placements in female focused pressed outlets for vehicles purchased overwhelmingly (more than 70%) by mature males (average age 56) vs. the desired target audience of 35 and up males and females – the latter #1 target for upcoming SUV, with virtually no existing brand loyalty.

Strategy

Rogers & Cowan engaged a select group of carefully vetted journalists, with a strong focus on female journalists and with whom R&C has established relationships to test drive the cars. These loans were leveraged to generate significant press placements featuring journalists embracing the vehicles in an authentic way in their own lives, enhancing Maserati’s relevance. The brand was introduced directly to women by achieving high caliber placements in female centric media including VogueMarie ClairePop Sugar, and Town & Country.

Press

Key Media Placements

Results

MM+

Media Impressions