Objective:

• Black is not back. It never left for wearers and prospects of Harley-Davidson’s Motorclothes. The brand sought to boost retail sales +12% by featuring the bold look and functional attributes of their black products against a bright orange background.

Target Audience:

• Motorclothes research has broken its core audience of Harley-Davison owners into three behavioral segments:
  • Head-to-toe (40%)
  • Functionalists (27%)
  • Trend Rejectors (33%)
    

How Magazines Were Used:

• If not wrenching, they’re reading.
• With sales reaching a plateau, Motorclothes was given a budget equal to the previous year. If not for the efficiencies of the motorcycle pub industry, the brand would get wiped under the table.
• Isolating a selection of core books for Harley-Davidson riders, Motorclothes broke through the clutter with BIG, BOLD spread and page units targeting the key buying seasons.

Results:

• The brand is in the black. Ads drove a +41.2% increase in sales in 2002 versus 2001.

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

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