Harley-Davidson readies international campaign
Milwaukee-based motorcycle company Harley-Davidson is preparing a new international advertising campaign called "Live Your Legend." The campaign is intended to depict how a Harley-Davidson motorcycle lets consumers "create deeper bonds and share richer experiences."
The campaign will break on March 17 to coincide with the NCAA March Madness basketball tournament. The first television ad, called "One Day," promotes the company's Low Rider S model and depicts a personal moment between a father and his son. Subsequent ads will focus on the company's Street Glide Special, Forty-Eight, Iron 883 and Street product lines. A social media element of the campaign will encourage consumers to contribute their own stories about the brand. The submissions will be posted online at <http://www.h-d.com/today>.
"Generations of Harley-Davidson owners inspired the 'Live Your Legend' campaign," said Shelley Paxton, the company's global marketing and brand vice-president. "For more than 113 consecutive years, riders have told us what they experience on Harley-Davidson motorcycles. It's the freedom, the adventure, the bonds and living life on your own terms. That's the legacy this campaign encourages all of us to pass along. 'Live Your Legend' is designed to inspire a new generation of riders to invest in experiences today that will build a richer legacy for themselves and those around them."
The campaign will run through the year.