Harley-Davidson needed to launch a redesigned lineup of the touring bike, their most important motorcycles built for cross-country adventures. Rider feedback indicated that a few things could be improved, but that they didn’t want to see big changes that would affect their beloved brand. However, when all the little changes added up Harley-Davidson found itself faced with the biggest launch of new motorcycles in the company’s history. The challenge was to deliver the message in a way that didn’t compromise the “die hard” relationship between the brand and its fans.
How better to sell a bike that’s made for riders, by riders, than to take them on the ultimate ride through the spectacular red hills of Utah’s Canyonlands National Park. The goal was to remind the target audience of WHY they love to ride Harley-Davidsons.
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