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.
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.
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.
