Objective:

• To bikers, you are what you ride. Harley-Davidson wanted to establish its parts and accessories as the way to customize a Harley-Davidson motorcycle in order to meet the ambitious objectives of increasing sales +15%.

Target Audience:

• Predominantly males ages 35 – 54 HHI: $40,000+
• Rebellious, self-expressive, heavily involved in cycling, read enthusiast publications.

How Magazines Were Used:

• Hard-core how-to motorcycle customization magazines offer the largest, most efficient reach to Harley owners – the very specific GMPA target. We use these key “how-to” publications to reach our highly involved target in a relevant environment, intensifying our presence during the key spring/summer riding season when their interest is at its peak.

Results:

• Was the campaign more than the sum of its parts? 2002 sales were beyond expectations -- increasing +23.5% from 2001.

Industry Awards:

• 2003 MPA Kelly Finalist

Other Recognition:

Comments: