OBJECTIVE: Target competitor touring bike owners and get them to re-appraise the Harley-Davidson Touring range, tapping into the attitude that can only be found riding a Harley – driving test-ride bookings, sales and ultimately increase market share.

SITUATION: Harley Touring bikes can be perceived as heavy, straight-liners, for a certain kind of rider on Route 66 – not the bike you’ll take over L'Alpe d'Huez on tour.

STRATEGY: To drive re-appraisal and test rides, we showed Harley Tourers through the lens of riders enjoying some breathtakingly epic mountain rides throughout Europe.

The ‘Greatest Ride’ is showcased on the Harley -Davidson ‘Discover More’ Tour blog, featuring weekly entries from the winning rider’s video diary. The blog chronicled the rider discovering, documenting and uploading the 10 Greatest Rides in Europe for other bikers to explore. People from across the world began commenting, engaging and uploading and sharing their greatest rides.

FEATURES:

• Fully interactive map, with movable location pins

• Download GPX for sat navigation so you can ride it yourself

• Share ride with friends in social or email

• Elevation and distance check

• Ride type tags

• Translate with Google

• Rate and comment on rides

• Name and describe your own ride

• Plus add images and video of your journeys