Harley-Davidson Hits the Road

December 27, 2011 at 2:29 pm by Ted Mininni

Of course Harley owners have always hit the road. Their love of freedom and new adventure represented by the open road is legendary. Now comes news of the company’s launch of a new Harley-Davidson Authorized Tours program. This makes so much sense I wonder why the company didn’t launch a partnership like this with multi-national tour operators in the past.

When you think about it: this concept perfectly aligns with the Harley-Davidson brand.

Harley-Davidson didn’t take a “one size fits all” approach, understanding that its brand devotees aren’t easy to peg. 150 different tours will be available globally and presented in 10 languages. Tours can be booked by individuals as well as groups and offer choices for newbies as well as experienced riders. Guided, semi-guided and self-guided tours allow riders to choose the experience that best suits them. And get this: tours are available in North America, Europe, Africa and Australia.

Guided and semi-guided tours will include tour guides, lodging, a vehicle for additional luggage and transportation from airports and hotels. Self-guided tours will include detailed maps and itineraries as well as lodging. Harley-Davidson has created a web site to deliver all of the information riders need to book the tours of their dreams.

It’s obvious in looking at the web site link that Harley-Davidson took its time putting this program together. The details have been carefully worked out and the web site whets riders’ appetites for the kinds of experiences the tours promise.

This makes me think:

What kinds of initiatives would work for other entertainment brands to extend their customers’ experiences?
How can sports and entertainment brands create new experiences that are customizable for their fans?
How can entertainment brands sell more sizzle once their customers have purchased the steak?

Categories:

Branding, Consumer Products, Entertainment

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