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Harley-Davidson Motor Company is an American manufacturer of motorcycles based in Milwaukee, Wisconsin. The company sells heavyweight (over 750 cc) motorcycles and is one of the most recognizable brands in the world.
In 1999 Harley Davidson was planning the worldwide launch of an exciting new cycle design in partnership with Porsche Engineering and was looking for help to drive significant, global buzz and capture media attention for the radical new design.
Clarity developed a strategy that included a CD-ROM press kit with press releases, product photos, specifications, engineering drawings and other information designed to create press opportunities for the company and introduce a radical new product design.
We provided original music, photography, copy and illustration as well as packaging for the digital press kit.
Our solution had to run on a large variety of computer platforms, featured dozens of languages, print press releases in format and more. We built a custom application to deliver to the client’s requirements and provided advisory support throughout the product launch cycle.
Our work significantly increased press coverage and media around the world for the product launch gaining the client over $30m in placements in thirty different countries and features in Car & Driver, Forbes, Motorcyclist, Motor Cycle News, AutoWeek, Motorbikes Today and many other outlets around the world.
According to Motorcycle Cruiser magazine the V-Rod became the company’s best-selling bike in countries outside the U.S.