HARLEY-DAVIDSON
BOOK CLUB
The Harley-Davidson Book Club is a strategy that tapped insight into the enthusiasm, anticipation and pure reverence held for the annual release of the Harley-Davidson Parts & Accessories Catalogue.
Born of a need to attract and invite increased participation in Harley-Davidson customisation, especially from customers less aware of the genuine range, the strategy included ATL advertising, PR, live activation dealer events and online promotion.
It achieved success along several tracks, elevating the Australia & New Zealand markets to #1 parts & accessories revenue per motorcycle retailed, recognition and reward by C-suite levels of the company and adoption as a marketing campaign by other global markets.
