Buell

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Following the appointment of Room 58 by the Harley-Davidson International Direct Markets team, Room 58 was tasked with the development of a creative campaign to support the promotion of the new Buell Ulysses XB12X in Southern Africa.

The campaign centred on a competition to win a new bike. Via an advertorial to be placed in strategic journals, the reader was asked to describe their dream Southern African “Roads of Adventure� trip.

The competition is set to run for 6 months with judges choosing their favourite route each month for publication on a dedicated micro web site. The competition was supported by local dealers, via branded Point of Sale merchandising designed by the Room 58 team.