Project Description

Maserati’s 100th Anniversary Tour

Centigrade supported client Maserati in hosting a multi-city U.S. tour to honour the brand’s 100th anniversary. The events took place in Washington, D.C., Miami, Los Angeles and Chicago. Owners were invited to celebrate 100 years of Maserati with other brand enthusiasts, Maserati executives and dealers.

The first three events included the opportunity for owners to drive their Maserati vehicles – new and old – through the streets of Washington, D.C., Miami and Los Angeles and across iconic bridges, connecting the last 100 years to the next 100 years.

The tour culminated in Chicago with a celebration of Italian culture during the first-ever North American opera tour of Teatro Regio Torino of Turin performing Rossini’s William Tell sung in Italian at the Harris Theater. Guests were greeted with an exclusive Maserati valet service and treated to a reception with stunning views of Millennium Park and the Chicago skyline. Following the opera, guests enjoyed a backstage champagne toast and meet-and-greet with Maestro Noseda.

Centigrade handled planning and coordination of each event including programme logistics, onsite support, development of drive routes, venue selection, guest communication, event scheduling, event photography and videography.

Close to 100 Maserati vehicles attended each event, with a total over 400 attendees. Media outreach and social media support helped to generate awareness and increase brand engagement for Maserati. Guests shared event photos on Instagram with the hashtag #Maserati100. Media coverage included: CBS Miami, Hemmings Daily, Luxury Daily and The Auto Channel.