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Harley-Davidson begins new global brand campaign

Milwaukee-based motorcycle company Harley-Davidson has begun a new international campaign intended to attract a new generation of consumers to its products. The new brand campaign uses the tagline, "All for Freedom, Freedom for All." According to the company, it focuses on the independence and authenticity associated with the brand, as well as the appeal of traveling by motorcycle.

The new branding is being introduces with 30- and 90-second videos making use of user-generated and original content. The videos depict "moments captured on the open road" by past and present riders from various walks of life. The campaign will also include influencer relations and social media activities encouraging consumer to post images and stories of their own travels.

"'All For Freedom. Freedom For All'" is part of our 10-year global strategy to build the next generation of Harley-Davidson riders," said Sean Cummings, senior vice-president of global demand at Harley-Davidson. "As the leader in our industry, we are on a mission to grow the sport of motorcycling globally. To reach that ambitious goal, we need to increase our brand's relevance and inspire new riders to experience the same freedom that all H-D riders feel in the saddle. This new work does that by celebrating the passion, freedom and emotional pull of the open road."

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