Context

Harley-Davidson wants to strengthen its organic growth by addressing new target groups. The brand is to retain its long-term positive appeal, whilst at the same time attracting more customers away from other brands by means of a deliberately staged strategy to enhance its desirability.

Challenge

In addition to achieving the strategic goals jointly with the Team of Harley-Davidson, a competent and highly motivated team is always available to Harley-Davidson for long-term, close collaboration. Brand Affairs is set to leverage international synergies and helps coordinate between the European headquarters and the Swiss branch of Harley-Davidson for maximum efficiency.

Approach

On a strategic level, Brand Affairs first translates the company's multi-year brand goals into annual and monthly tactical PR activities suitable for the Swiss market. The operational media office ensures close contacts within the Swiss media, forms relationships with editorial teams and freelance journalists from trade journals and lifestyle magazines. Brand Affairs also represents Harley-Davidson at local activities and at international press conferences. The proactive management of Harley-Davidson's press fleet allows media professionals and key influencers to experience the inimitable feeling of freedom of a Harley-Davidson first hand.

Project

Ongoing support with communications

Industry

Motorcycles, Lifestyle

Partner

Country

Schweiz

Implementation

since 2006, ongoing

Contact

BRAND AFFAIRS AG

Markus Kramer

Result

Harley-Davidson is now firmly embedded in the world of the Swiss media and is enjoying growing popularity among new target groups. We are proud to say that Harley-Davidson has moved up to become Switzerland's market leader during their collaboration with Brand Affairs.

"Since the opening of the Swiss subsidiary in 2003, Harley-Davidson has been pursuing a clear strategy of growth, with a focus on the brand and on customer relevance. Brand Affairs has always been and still is an excellent partner for our development."

Dominique Collet

Marketing Manager, Harley-Davidson