Objective:

To engage and encourage competitive owners to reconsider brand perceptions (such as lacking technology, having poor performance, being unreliable, expensive, and too much bike for their needs). For current owners, the goal is to re-engage and get them to trade up. In addition, call to action is to Ridetrue.com which further illustrates these points.

Target Audience:

Male, 30-39

How Magazines Were Used:

Vertical publications are the best place to reach current and competitive owners who are not only interested in Motorcycles but also open to the H-D brand. It also provides a broad audience to create interest while the microsite can provide them more detailed information.

Results:

Overall sales in this market are down due to the economy BUT compared to competitors, Harley-Davidson's decrease in unit sales appears to be less.

Industry Awards:

Other Recognition:

Comments: