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MILWAUKEE – Following up on a promise made back in January to increase its marketing expenditures by 65 percent in 2016, Harley-Davidson today announced a new advertising campaign wrapped around the slogan “Live Your Legend.”
“Generations of Harley-Davidson owners inspired the ‘Live Your Legend’ campaign,” said Shelley Paxton, VP Global Marketing and Brand. “For more than 113 consecutive years, riders have told us what they experience on Harley-Davidson motorcycles. It’s the freedom, the adventure, the bonds and living life on your own terms. That’s the legacy this campaign encourages all of us to pass along.”
Harley-Davidson will launch the campaign during the NCAA Men’s Basketball Tournament with a TV spot called “One Day.” It debuts tomorrow and features a new Harley-Davidson Low Rider S. It can be seen below:
The company says other “life-enriching moments” will be included in future TV ads as well as other models, such as the Street Glide, Forty-Eight, Iron 883 and Street models. “‘Live Your Legend’ is designed to inspire a new generation of riders to invest in experiences today that will build a richer legacy for themselves and those around them,” Paxton added.
Harley-Davidson saw its U.S. market share of the heavy cruiser market drop from 53.3 percent to 50.2 percent last year in the face of increased competition and is allocating an additional $70 million for “brand awareness and product development” in 2016.
