The Challenge
To create a luxury magazine in both English and Italian that makes owners of Maserati motor cars feel part of an exclusive club; to introduce readers to new cars and related products as they are launched.
The Solution
Il Tridente showcases the cars in the context of Italian craftsmanship and style. Features that introduce new models and developments are mixed with more general articles that connect with Maserati (eg a profile of the designer of a Maserati watch, an interview with a personality who drives prestige cars), and others that evoke aspects of Italy that reflect Maserati brand values (quality, innovation and leading-edge design).
The Results
Il Tridente has been a phenomenal success in engaging with discerning Maserati owners. A tracking study showed that 83 per cent of readers rated the magazine as excellent/very good/good, and this is supported by the hundreds of emails received by the Chairman praising the magazine:
"It's absolutely one of the best magazines on sports, style and technology" (USA)
"It's almost as enjoyable as my Quattroporte GT" (UK)
"This was truly a showcase issue!" (Hong Kong).