Showcase

The Brief
To re-launch Hog Tales in seven language editions for members of the Harley Owners Group in Europe, the Middle East and Africa as a major membership benefit, and to inspire owners to ride their Harleys more often.

The Challenge
To turn the magazine's focus from a US publication into one for a European audience, increase pagination by 50 per cent, create more interactivity in print and on-line, reduce Harley-­Davidson's costs, and improve membership renewals.

Editorial Response
The team immersed themselves in the brand - MD and editorial director learned to ride and joined HOG - to create a lively, informative publication that interacts with readers, sharing members' road trips, offering advice and inspirational riding features. Each market's edition features a 12-page section featuring country-specific news and event reviews.

Results
A quality Europe-focused magazine that has driven higher member renewals and created a new communications vehicle for Harley-Davidson in this important market... at a lower cost. The relationship between the agency and Harley-Davidson Europe has led to us taking on many other projects including e-zines, websites, brochures and other event, membership and marketing materials across Europe.

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