Harley-Davidson moves to put more women behind bars.
Facing a decline in sales as traditional markets age out of motorcycling, Harley is fighting back with new models that appeal to new audiences, including women. This targeted direct piece, sent to thousands of women in Canada, introduced the brand’s new SuperLow and Low Rider range of machines. The objective was to drive recipients to contact dealers, book test rides and make showroom visits.
Headline & copy deck. This co-pro with Alles Creative offered the opportunity to reposition all the Harley brand elements in a way that appealed to a female audience. It’s still in your face. It’s just that the face it’s intended for has softer skin and smiles more.
Paul easily captured Harley’s heritage and freedom messaging that’s so central to the brand.
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