Objective:

• Increase fourth quarter 2003 motorcycle sales by10%.

Target Audience:

• Primarily men, 35-54 years old, $40,000 HHI, who aspire to be in the H-D family.
• Prospect group shares a “Harley mindset” with current H-D owners – seek an active lifestyle; shared dominant interests include sports, entertainment and music.

How Magazines Were Used:

• Overall target is defined as heavy users of print media. Magazines allow a cost efficient means of reaching Harley-Davidson prospects.
• Motorcycle enthusiast publications were used to reach those currently interested in motorcycling and potentially considering a new motorcycle purchase.
• To reach new buyers, broad-reach horizontal publications were selected based on the prospects’ interest in sports, music and entertainment. Also, special issues and premium positions were used to maximize Harley’s presence.

Results:

• Fourth quarter 2003 motorcycle sales grew 17%.

Industry Awards:

• 2004 MPA Kelly Finalist

Other Recognition:

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