The Harley-Davidson Genuine Motor Parts & Accessories catalogue comes out every year. We needed to create buzz around the new edition.

The Harley Book Club campaign unfolded across specialist motorcycle magazines, point of sale and activation. The official Harley-Davidson Tea Cup & Saucer was a promotional item created to support Book Club evenings at Harley-Davidson dealerships. Each ceramic piece was created with a unique Harley-Davidson design inspired by the look of classic tattoos. They were kiln- fired at 820°C and hand finished in gold. The Tea Sets had a special value that was beyond a price in dollars. Only a very limited number were made and they had to be ‘earned’. People attending H-D Book Club nights were encouraged to give readings from the book – those who did, could win themselves a Tea Set.