Start Something” advertising campaign, which features supermodel turned motorcycle enthusiast Marisa Miller. “This is the most ambitious effort Harley-Davidson has ever undertaken to encourage men to ride,” said Dino Bernacchi, director of advertising and promotions for Milwaukee-based Harley-Davidson.
The campaign features a spread with Miller and her motorcycle in the “Hot 100” issue of Maxim, a popular men’s magazine. The issue has a circulation of 3 million readers and a year-long shelf life, giving Harley-Davidson an extended opportunity to reach out to potential new riders, Bernacchi said.
The campaign also includes exposure on the Maxim website, social networking communities and television programming. Harley-Davidson also was prominently featured at the Maxim “Hot 100” party recently held in Los Angeles.
“This is a campaign with some real scale,” said Bernacchi. “We know there are millions of latent dreamers out there.” The campaign, which was created by Minneapolis advertising agency Carmichael Lynch and mainly targets males ages 25 to 54, extends the relationship between Harley-Davidson and Miller, who first linked up with the company in 2008 to help launch the Harley-Davidson V-Rod Muscle motorcycle.