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Deeley Harley-Davidson Canada breaks new television campaign

Deeley Harley-Davidson Canada broke its first television advertising campaign in four years yesterday. Deeley is the exclusive distributor of Harley-Davidson motorcycles in Canada. The campaign is intended to support sales at 77 retail locations nationally. The campaign, developed by Alles Advertising & Design of Toronto, is aimed primarily at males over the age of 35. The television creative takes the form of 30-second vignettes called the "Harley-Davidson Open Road Report," which will air on The Weather Network, as well as 15-second vignettes called "This Time in History With Harley-Davidson," which will appear on History Television.Vignettes that will air on various Astral Media properties in Quebec feature television personality Benoît Gagnon and incorporate a contest component. Radio advertising on major market classic rock stations will support the television ads. Denneboom Media of Toronto was retained to handle media planning and buying for the campaign. "The campaign was purchased in an unconventional way, opting for programs with content that resonated with the Harley-Davidson target rather than stations or networks," said Judy Goddard, senior media advisor at Denneboom.

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