Objective:

Harley-Davidson Parts & Accessories aspired to inspire consumers to build the motorcycle of their dreams and fire up sales by 5%.

Target Audience:

Current Harley owners:
-Primarily men, 35-to-54 years old, $60,000 HHI
-Share a strong need for self-identity, self expression

How Magazines Were Used:

Harley-Davidson owners are heavy users of magazines and a vertical magazine buy was an efficient way to generate large concentrations of the target audience. 

Results:

If you build it, customers will come—the campaign helped Harley-Davidson Parts & Accessories surpass its sales goal, with a 7.6% increase.

Industry Awards:

Other Recognition:

Comments: