Press activity in broadsheets including The Sunday Times, Financial Times and Daily Telegraph will be followed up with a targeted direct mail campaign.
Five press executions each feature key moments during the 48-hour test drive experience, and encourage drivers to take this opportunity to spend quality time with the car.
The direct mail campaign is aimed at current sports car owners and high-income drivers. The prospect list for the direct mail comprises existing Maserati owners and lookalikes.
Volumes are still under wraps, but phase one of the campaign is expected to reach between 2,000 and 3,000 targets.
"The aim is to put these cars on the radar for people thinking about buying competing models in the £60,000 to £70,000 price bracket," explained Stewart Baxter, partner at The Reef, the agency behind the campaign. "We want to make them think twice."
Prospects are invited to request a test drive by phone, and there is also an online campaign.
This is the second time that Maserati has offered a 48-hour test drive, following a campaign 12 months ago that offered a two-day test drive of the 3200 GT.
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