Calling out the HOGs for Harley-Davidson.
Nobody knows how to sell bikes like Harley-Davidson. But after people buy one, how do you get them to ride it more and make it an even bigger part of their life? When Harley wanted help expanding their brand into the travel and lifestyle category, they turned to someone who already knew the way. ISM. Working with a new business unit called Enthusiast Services, we helped them combine existing services like bike rental and shipping with new services like ride ratings and even travel booking, all delivered through the power of the internet at Harley-Davidson/experience.
The bull’s eye of our target group was hard-core HOG (Harley Owners Group) members around the country. We reached them through Harley owner publications and riding enthusiast magazines and websites, as well as Harley-Davidson.com. And they’ve responded in kind, selling out the online inventory of rooms for events like Bike Week in Sturgis and allowing us to sign up major hotel groups like Best Western as travel partners. Hear the roar and more.
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