2002 Motorclothes Campaign
Agency: Carmichael Lynch
Budget Range: Undisclosed
Percentage of Print in the Media Mix: 80% (Other Media: 20% Television)
Unit Size: Spreads and Pages
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget
Objective: |
- Assume position of premier brand; despite positive brand image, sales were stalling as customers unable to justify premium price turning instead to competitive brands offered at lower prices
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Target Audience: |
- Harley Davidson owners
- Leverage magazine environment and creativity of ads to improve perceptions of quality and functionality -- assume the position of premier brand to justify premium price
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How Magazines Were Used: |
- Use magazines to reach and inspire passion in key targets
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Results: |
- An 8.3% increase over 2000 to $164 MM in retail sales which was well above goal of 5%
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Industry Awards: |
- 2002 MPA Kelly Finalist
- Minneapolis Show Bronze
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Other Recognition: |
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Comments: |
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