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Harley-Davidson to launch ‘Live Your Legend’ TV ad campaign

News release

Harley-Davidson today announced its newest global marketing campaign: ‘Live Your Legend.’ The campaign shows how a new Harley-Davidson motorcycle can enable riders to create deeper bonds and share richer experiences – allowing them to live their own legend.

“Generations of Harley-Davidson owners inspired the ‘Live Your Legend’ campaign,” said Shelley Paxton, VP Global Marketing and Brand. “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.”

In a brand first, Harley-Davidson will launch the new campaign during the NCAA Men’s Basketball Tournament.  ‘One Day,’ the first of the new ads, debuts March 17 during the first week of the tournament. The ad – which features the new Harley-Davidson Low Rider S motorcycle – focuses on the bond shared between a father and his young son.

Other ‘Live Your Legend’ ads include snapshots of life-enriching moments, as well as the unique and unforgettable bonds of friendship that are developed by riding Harley-Davidson motorcycles.

Along with the Screamin’ Eagle Twin Cam 110-powered Low Rider S, the campaign will showcase a variety of new and recently launched Harley-Davidson motorcycles including the Street Glide Special with Project RUSHMORE features, Forty-Eight, Iron 883 and Street motorcycles.

As an ongoing extension of the campaign, Harley-Davidson will curate conversations in social media using #LiveYourLegend, and showcase real-life stories from Harley-Davidson riders. The series will be aggregated at www.h-d.com/today.

“‘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,” Paxton added.

The fully integrated campaign will roll out globally throughout the year, including activations at South by Southwest and through Harley-Davidson’s UFC partnership.

Model Year 2016.5 Campaign

3 comments

  1. I just have one question: where are the other brands with any kind of advertising or awareness campaigns? I swear - the entire industry is engineering driven: we build the best products and the customers will come!! NEWSFLASH - the entire world is transitioning to sales + marketing driven: let's really focus on a customer segment, understand their needs, wants, desires, aspirations, and lifestyle choices and cater to not only what they need to do but (#CRAZYTALK) anticipate what they'll need from us tomorrow! Before I leave this earth, I'd like to see just ONE powersports company do this - not even well. Just an attempt at it would be earth shattering!

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    • Its funny that you mentioned this, theres a conversation going on on an Indian forum discussing whether Indian needs to advertise more and they question Harley increase in advertising budget.

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      • Here, here, David, as the producer of a weekly motorcycle podcast the hog radio show and owner of a small marketing agency I have longed to sell a MFG on doing exactly what you stated.

        After plenty of personal efforts along with many talks with industry insiders both in person and on the show it's come to my understanding that MFG do not have budgets to do what you are proposing nor do they even care.

        At least H-D is doing an awareness campaign based on an emotional appeal as the pull to bring people to their platform. Fathers and sons watch Basketball together so maybe H-D gets that connection and leveraging it to reach these watchers.

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