NEWS RELEASE
MASERATI AND FIAT TO LAUNCH NEW MARKETING
AND PR INITIATIVES
Ateco Automotive Pty Ltd, one of Australia’s largest premium automotive distributors, has appointed PR company Map and Page to represent its iconic Maserati (Australia & New Zealand) and Fiat (Australia) brands.
Commenting on the appointment, General Manager Maserati and Fiat, Edward Butler said, “We were keen to appoint a group to expand our presence with premium lifestyle media and develop targeted experiential marketing programs to complement our successful automotive media presence, managed by Ateco Automotive public relations manager, Edward Rowe.
“Maserati and Fiat have distinctly different brand identities and customer profiles; however we were keen to appoint a PR agency which had the experience and creativity to be able to meet the communication needs of both brands.
“This is the first time Maserati and Fiat have engaged an external public relations agency. Our objective is to expand the awareness of the unique offering of both of these Italian models. Both of the brands are immediately recognisable, but we want to inform our customers across the market spectrum to the advantages that both marques have over other car brands within their respective categories. Map and Page quickly grasped the nuances of both brands and have devised innovative PR and experiential marketing programs to suit each target market.”
Map and Page Director, Antonia O’Neill said, “We are delighted to have been appointed to represent Maserati and Fiat. The ability to work on both brands provides us with the greatest possible scope for creativity and delivery.
“Maserati demands an intimate understanding of its customer and potential customer. We need to be able to customise our programs almost by individual. This is a super-premium brand and its customers are discreet, enigmatic, successful and adventurous. Maserati delivers on the desire for high-performance and subtle sophistication, our aim is to respect this balance in our communication strategy.
“Fiat offers an exciting opportunity to work with an iconic brand that is as versatile as it is cool and stylish. We have come up with a PR program that will harness the existing awareness created by the current advertising campaign and build on it using an integrated strategy that draws heavily on digital communication tools, as well as print, broadcast and experiential marketing platforms. Due to the broad appeal and accessibility of Fiat, we feel as though the sky’s the limit with what we can do in this market.”
Map and Page’s appointment is effective from June 2, 2008.
(ends)
About Maserati (Australia and New Zealand);
Since European Automotive Imports’ (the licence holder for the distribution of Maserati and Ferrari in Australia) appointment to distribute Maserati in Australia and New Zealand, the marque has experienced remarkable rates of growth, well ahead of growth rates experienced by other brands in the super-car category. The success has been driven by Maserati Quattroporte, the best selling Maserati of all time, and the newly arrived Maserati GranTurismo. Pre-orders for the GranTurismo exceeded Maserati entire sales numbers for 2007, a particular achievement considering 2007 was a record year for Maserati.
About Fiat Cars Australia;
The return of Fiat to Australia in 2007 has provided the market with access to a brand that is world renown for its performance, style and environmentally-friendly credentials. The super-stylish Fiat 500 is also the current reigning European Car of the Year. It also holds the enviable position of entering the Australian small car market with a waiting list.
For further information:
Edward Butler / Edward Rowe / Antonia O’NeillGeneral Manager / Public Relations Manager / Director
Maserati Australia & Fiat Cars Australia / Ateco Automotive / Map and Page
Ph (02) 9701 8000 / Ph: (02) 9701 8000 / Ph: (02) 9368 4555
Fax: (02) 9701 3555 / Mob: 0407 913 244 / Mob: 0417 252 805
E: / e: / E:
Media Web sites:
Australia:
New Zealand:
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EJR/ejr/061
10/10/05