1. “Legends Never Die” Chris Creech

2. Creative Brief The average age of a Harley biker is increasing The average age of a Harley biker is increasing Harley’s average rider age is currently 46 years oldHarley’s average rider age is currently 46 years old Need to appeal to younger, post- baby boom audiences, while holding on to current customers Need to appeal to younger, post- baby boom audiences, while holding on to current customers 35-44 year olds with an average income of $78,000

3. Creative Brief Single Persuasive Idea: Single Persuasive Idea: Riding a Harley is an experience and a thrill unlike any other and it is one that every generation can enjoy. No other motorcycle has the feel and sound a Harley No other motorcycle has the feel and sound a Harley Harley delivers a riding experience that more Americans prefer Harley delivers a riding experience that more Americans prefer Large community of Harley Owners Groups (HOGs) that meet and ride together often. Large community of Harley Owners Groups (HOGs) that meet and ride together often.

4. Strategy Need to convey message of coolness that is the Harley lifestyle. Need to convey message of coolness that is the Harley lifestyle. Sell the experience Sell the experience Harley as an American icon and a legend Harley as an American icon and a legend Appeal to current customers and a slightly younger market Appeal to current customers and a slightly younger market Do it all in a aesthetically pleasing, eye-catching manner. Do it all in a aesthetically pleasing, eye-catching manner.

5. Print Campaign Associate the Harley brand with iconic movies with strong, cool male personalities. Associate the Harley brand with iconic movies with strong, cool male personalities. Selling the thrill and experience. Selling the thrill and experience.

10. TV Campaign Target sports and movie channels, as well as nighttime news programs. Target sports and movie channels, as well as nighttime news programs. e.g. ESPN, SPIKE-TV, FOX-Sports, Networkse.g. ESPN, SPIKE-TV, FOX-Sports, Networks Relate the Harley brand to iconic movies with strong, cool male personalities, as in print campaign Relate the Harley brand to iconic movies with strong, cool male personalities, as in print campaign Sell the experience Sell the experience Promote new V-Rod model Promote new V-Rod model

11. Harley-Davidson V-Rod: Starring in Rocky Workout Sequence

12. Narrator: Harley-Davidson knows what it is like to work hard from sunrise to sunset…

13. Working to fight off foreign competition…

14. Fighting to uphold the true American values that you hold dear. Fighting to uphold the true American values that you hold dear.

15. It was these principles that founded the Harley- Davidson company, and now the new V-Rod takes those same ideas…

16. And sends Harley roaring (yes, that same classic roar) into the 21st century.

17. Yeah, we would celebrate too. The all-new V-Rod, from Harley-Davidson: because Legends never die.

18. Harley-Davidson V-Rod: Starring in Forrest Gump Running Sequence

19. Narrator: We know you don’t need a reason to ride. You don’t need to have a destination.

20. Harley-Davidson understands that sometimes you just feel like ridin’…

21. so whether you are riding to get away, riding for the experience…

22. or you just need some time to think about your Jenny: Ride Forrest. Ride.

23. Introducing the all-new V-Rod, because at Harley, Legends never die…

24. They just attract company.

25. “HARLEY-WOOD” Create an online micro-site connected to Harley’s already impressive interactive website Create an online micro-site connected to Harley’s already impressive interactive website Users select from a list of popular movies that they would like to see Harley perform in Users select from a list of popular movies that they would like to see Harley perform in Short clips from the selected movie will show, starring the Harley- Davidson Short clips from the selected movie will show, starring the Harley- Davidson

28. Superstar Sponsorship To further associate the Harley- Davidson brand with the iconic legends. To further associate the Harley- Davidson brand with the iconic legends. Sponsor famous actors Sponsor famous actors Harley to the Red CarpetHarley to the Red Carpet Harley logoHarley logo