Welcome Winter: When Luxury Meets Powder Snow
Exclusive test drives for Maserati Germany in Lech, Kitzbühel and Seefeld. 1,970 delighted guests. 3 months of perfect staging. An unforgettable brand experience.
Activating New Target Groups – At the Highest Level
Maserati faced an exciting task: The new Q4 all-wheel drive system was not just to be presented but experienced. And precisely where luxury meets adventure – in Austria's most exclusive ski destinations.
The challenge: Potential new customers should experience the sporty characteristics of the vehicles firsthand – in winter conditions, in a premium environment, and with service that lives up to the brand's standards.
- Engage an exclusive target group with the highest expectations
- Demonstrate Q4 all-wheel drive system under real winter conditions
- Seamless coordination over 3 months and 3 locations
- Implement resource-efficiently and cost-effectively
Perfect Interplay of Brand, Location and Staff
höchstmass assumed full responsibility for concept, logistics and staffing – and created a brand experience that inspires.
Exclusive Locations
Only the finest venues: Lech, Kitzbühel and Seefeld provided the perfect backdrop for premium test drives amid breathtaking snow landscapes.
Trained Brand Ambassadors
12 carefully selected brand ambassadors accompanied each guest personally – with deep product knowledge and a sense for genuine hospitality.
Test Drive Experience
Immersive test drives on snow-covered mountain roads – the Q4 all-wheel drive system wasn't explained, it was experienced.
Einblicke in das Projekt
26 Bilder aus dem Projekt Maserati Welcome Winter: Test Drives on Ice and Snow
A Benchmark That Endures
The Welcome Winter Tour became the benchmark for all subsequent Maserati roadshows – and established a multi-year partnership.
1,970
Delighted guests in 3 months
Benchmark
Standard for all follow-up tours
Follow-Up Orders
Multi-year partnership established
Exceeded
All KPIs met or exceeded
What Made This Tour Special
First Winter Roadshow for Maserati Germany
Conceived as a pilot project, Welcome Winter became the showcase event and benchmark for all subsequent winter tours.
Q4 All-Wheel Drive Made Experiential
No presentation – a real driving experience. The technical advantages were demonstrated firsthand on snow-covered mountain roads.
New Target Groups Activated
Skiers and winter vacationers were approached and enthused as potential Maserati customers.
Foundation for Long-Term Partnership
The success of Welcome Winter led to summer and winter tours in the following years.
Your Winter Roadshow Deserves Premium Support.
What we delivered for Maserati, we can deliver for you. Let's talk.