Harley-Davidson revs up for its 100th anniversary next year with a new all-print effort from Interpublic Group of Cos.' Carmichael Lynch, Minneapolis.
The agency created separate executions for the motorcycle brand and various accessories that will break in enthusiast books in the coming weeks. The ads for the Harleys carry the theme "True for the first 100 years. True for the next 100 years."
A separate ad details the marketer's "Open Road Tour" rides and events leading to "the world's greatest birthday party" in Milwaukee in August 2003.
According Taylor Nelson Sofres' CMR, Harley brand spent $5 million in the first quarter of 2002 vs. $4 million for all of 2001.
Headlines on the motorcycle ads include "If Lewis had not met Clark" and "The road is eternal." One ad for accessories reads, "'My butt is sore' is a good way to get left at the gas station. ... Get a comfortable seat."
Carmichael Lynch has had an award-winning relationship of late with Harley-Davidson. The agency print work took home the grand prize at the Magazine Publishers of America's Kelly Awards in May and a Silver Lion in the press and poster category at the International Advertising Festival in Cannes last month.