Harley-Davidson is launching it's most comprehensive effort to date aimed at getting guys to ride Harley-Davidson motorcycles. The company, which has in recent years been focusing its rider-ed efforts
on getting more women to ride, will feature a woman rider in the new campaign, who also happens to be a model.
The "Start Something" campaign, has an anti-Walter Mitty message, with the idea
that you have to stop dreaming and actually do it. Ads feature model and motorcycle enthusiast Marisa Miller, with advertising focused on the Maxim Hot 100 issue that includes a spread featuring
Miller with a Harley-Davidson motorcycle.
Miller, who has appeared before in Harley-Davidson ads for the V-Rod bike, will be featured in magazine and TV ads, and related videos. The company's
deal with Maxim includes a brand presence at the Maxim Hot 100 party in Los Angeles. Harley will also advertise on the Maxim Web site, the Maxim television program and on social media.
An
associated promotion has Harley-Davidson offering many chances to take its Rider's Edge New Rider Training Courses for free, and package prizes that let the winner and friends take the course, select
the Harley-Davidson motorcycles of their choice, take a road trip, and meet Miller
"This is the most ambitious effort the Motor Company has ever undertaken to encourage men to ride," said Dino
Bernacchi, Harley-Davidson's director of Advertising and Promotions in a company release.
Harley-Davidson also has a new promotional book, "Guide to Ride" meant to dispel conflicting thoughts
about whether to ride or not. The book is at Davidson dealerships and at the company's consumer website at Harley-Davidson.com/start.