Long-time client Harley-Davidson challenged Carmichael Lynch Spong to invite more new customers into the Harley-Davidson lifestyle. The idea: motivate "dreamers" by showcasing entry point projects like Harley-Davidson MotorClothes apparel, and the Rider's Edge new rider safety courses. We created palpable media buzz: the MotorClothes line was featured everywhere from Glamour Espanol to Playboy, and the company doubled the number of new rider courses to meet demand.

"Worn to be Wild" was the theme of a customized media kit we created to secure broad-based editorial use of Harley-Davidson MotorClothes. The flexible kit showcased products appropriate to each media outlet's editorial content and went to target markets to help support key dealerships. A variety of gift-giving news platforms highlighted core and seasonal product offerings. We even built a clothing showroom in our New York office so the client could meet with New York-based editors.

We leveraged Motorcycle Awareness Month in May as a springboard for the Rider's Edge safety course. Creatively themed news releases, images and custom invitations were used to encourage editors to participate in a Rider's Edge course. A b-roll video package on the program was also distributed in priority markets. The program was ultimately featured in more than 45 of Harley-Davidson's priority markets and generated 30 minutes of broadcast coverage.