Who is Maserati Americas?

Maserati Americas represents the North and South American arm of the iconic Italian luxury vehicle manufacturer known for its rich racing heritage, bespoke craftsmanship and cutting-edge engineering. With a reinvigorated performance lineup anchored by the Nettuno twin-turbo V6 engine, Maserati is focused on expanding its presence in the U.S. market and reconnecting with enthusiasts and media through dynamic driving experiences.

The Challenge

Following the global debut of the new GT2 Stradale at The Quail and a European press program earlier in the year, Maserati aimed to host its first U.S.-based press program in years. The objective was to showcase the brand’s full Nettuno-powered lineup, including the GranTurismo Trofeo, MC20 Cielo, GT2 Stradale and MCXtrema at the Circuit of the Americas (COTA) in Austin, Texas.

With less than a month to plan and execute, Kahn Media was tasked with inviting up to 18 journalists and content creators to attend. The goal was to generate wide-reaching, high-impact coverage of the brand’s newest performance vehicle and reinforce Maserati’s renewed focus on the U.S. market. The program also served as a strategic test for future domestic activations.

Our Strategy

Kahn Media developed a tiered, time-sensitive outreach strategy to secure a blend of top-tier automotive media and local content creators. The process began with a curated wish list of aspirational media targets, including The Straight Pipes, Throttle House, Shmee150 and Everyday Driver, paired with a regional list of Austin-based journalists and influencers. The team also researched emerging local creators on Instagram and TikTok, prioritizing creators with strong engagement, even outside the traditional automotive space.

Media outreach was executed in waves, with local creators pitched first, followed by national media based on availability and interest.The final media lineup represented content creators with followings ranging from 430K to 6M combined and outlets such as Forbes, The Houston Chronicle, Cars.com and The Gentleman Racer.

On the ground in Austin, Kahn Media fully hosted the event, from arranging strategically placed seating at the press dinner to facilitating off-site entertainment. During the track day, the team managed the event flow, ensured media received thorough safety briefings, and orchestrated on-track driving and autocross rotations to maximize seat time and content opportunities. A final hosted dinner offered a relaxed environment to recap the experience and build stronger relationships.

Key Steps Taken

• Curated a targeted Austin-based media list of journalists and content creators across the automotive and lifestyle verticals.
• Developed a top-tier national media wish list tailored to Maserati’s brand goals.
• Coordinated all travel logistics and managed individual media needs.
• Hosted all media for a welcome dinner with executives and arranged exclusive entertainment.
• Managed on-site media operations throughout the track day experience.
• Created a second hosted dinner post-event to debrief and deepen relationships.
• Ensured every media guest had the opportunity to drive or ride in each vehicle and capture relevant content.

The Results

The event resulted in widespread, overwhelmingly positive media coverage, with standout praise for the GT2 Stradale, Maserati’s Nettuno engine and the immersive on-track experience. Notably, several media participants were first-time collaborators with the brand, opening new opportunities for future storytelling.

According to Maserati, the program was one of its most successful U.S. press activations in recent years, setting a new benchmark for domestic media engagement. 

• Total Earned Media Impressions/Reach To-Date: 654,597,220
• Total Reach from Traditional Media: 640,205,000
• Total Reach from Social Media: 13,103,440
• Total Social Media Impressions To-Date: 644,390
• Total Social Media Video Views To-Date: 595,772
• Total Social Media Engagements To-Date: 48,618 
• Total Pieces of Content: 130

The event also reinforced Maserati’s commitment to growing its U.S. presence and solidified Kahn Media’s role as a trusted partner in delivering premium, high-touch brand experiences.