Entertainment & Sports Practice

» Harley-Davidson Motor Company
» Los Angeles County Department of Health
»

Leapfrog


HARLEY-DAVIDSON MOTOR COMPANY

Latin Billboard Bash Case Study

Background

·

The Billboard Latin Music Conference & Awards is attended by more than 1,000 sponsors, press and powerful music industry executives and features performances by more than 20 artists. The Billboard Latin Music Conference & Awards is part of Billboard's long-standing editorial commitment to Latin music coverage. Harley-Davidson Motor Company was a sponsor of the Latin Billboard Bash, which features awards presentations and performances.


Objectives

·

Create awareness of Harley-Davidson Motor Company within the Hispanic Community


Target Audience

·

Hispanics interested in the Latin music and entertainment scene


Strategies

·
Coordinate with the Billboard Association to develop a program to tie Harley to Latin Music and generate media coverage within the Hispanic music/entertainment media.
  Pitch interviews with Harley representative
·

Sponsor the Latin Billboard Bash


Tactics

·
Position Harley products through out venue
  Sponsor the Latin Billboard Bash
·
Create photo opportunities of celebrities with products

Implementation

·
Place motorcycles on the main stage and fashion show stage
·
Provided opportunity for celebrities to take pictures on a motorcycle
·
Provided opportunity for celebrities to try on MotorClothes
·
Harley representative accompanied spokesperson on stage for introduction
·
Assigned models wearing MotorClothes to walk around venue

Results

·
Generated 17,211,800 print and online media impressions


Top


Custom Website Design by The Design People, Inc. All Rights Reserved.
Copyright © 2003-2009 LAGRANT COMMUNICATIONS. .