Developing a Buell Campaign for Southern Africa
Following the recent appointment of Room 58 by the Harley-Davidson International Direct Markets team, Room 58 has been tasked to develop a creative campaign to support the promotion of the new Buell Ulysses XB12X in Southern Africa.
The campaign centres on a competition whereby readers will be asked to describe their dream Southern African “Roads of Adventure�? trip via an advertorial to be placed in strategic journals (with the chance to win a new bike). The competition will run for six months with judges choosing the winning route each month, which will then be published on a dedicated micro web site. The contest will be supported on-site by local dealers, via branded Point of Sale merchandising.
The Buell international website can be found at http://www.buell.com/