Objective:

With its eyes firmly on the road ahead, Harley-Davidson sought to maintain core consumers’ loyalty while broadening brand awareness and propelling sales.

Target Audience:

Active individualists and unique individuals age 25-54 who seek and live big, adventurous lives.

How Magazines Were Used:

A variety of publications were used as a vehicle to reach the target audience. Trade publications specifically targeted Harley-Davidson enthusiasts and competitive riders while automotive, men's and women's lifestyle, music, and sports publications allowed Harley-Davidson to reach a broader audience to cultivate brand awareness.

Results:

Brand awareness revved up by 10%. What’s more, owner repurchase intent clocked in at 94%, an industry record, and its 6% sales increase eclipsed the 4% growth that the rest of the category experienced.

Industry Awards:

Other Recognition:

Comments: