Teaming Harley-Davidson with Rolling Stone sounds like a match made in cultural heaven. Heaven’s rebellious corner, but heaven nonetheless.
The brand icons joined forces to tear up New York Fashion Week’s red carpet for a party and fashion show all their own, with Harley-Davidson of New York City in the Tribeca neighborhood playing host.
While the vibe of a Harley-Davidson/Rolling Stone party has appeal, it’s the business relationship that bears greater attention.
On the heels of a challenging 2015, the motorcycle maker announced increased investment in its marketing efforts to, among other things, grow the sport of motorcycling and provide greater access to the brand.
“Teaming with Rolling Stone is just one of the ways we’re working to bring greater excitement to our brand and our products,” said Dino Bernacchi, Harley-Davidson Director of U.S. Marketing. “We love the idea of working with brands who share our passion for individuality, freedom and a hint of rebellion. Rolling Stone fits that bill.”
Even though the red carpet event was invitation-only, social media carried the story well beyond New York City. Thanks to entertainers and celebrities, images of Ludacris, former Miss USA Olivia Culpo and others at the party appeared in national media outlets almost immediately, adding to the event’s attraction and buzz.
While Harley-Davidson enjoys significant market share within the United States, the company knows that growing its customer base is a recipe for greater brand and product impact in the future.
“We’re all about ensuring continued and future success,” said Bernacchi. “Through more and new activities like this event with Rolling Stone and high-profile campaigns, we intend to break down any barriers between potential customers and our amazing products.”