Dream Bike
Agency: Carmichael Lynch
Budget Range: Under $5MM
Percentage of Print in the Media Mix: 100%
Unit Size: Spread
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget
Objective: |
- Boost 4th Quarter 2003 sales by +5%.
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Target Audience: |
- Primarily men, 35-54 years old, $60,000 HHI, current Harley owners.
- Share a desire to create their own customized dream bike.
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How Magazines Were Used: |
- Overall target is defined as heavy users of print media.
- Motorcycle enthusiast publications provide delivery to each key motorcycle accessorizing interest area: “how-to,” “custom,” and “bike lifestyle."
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Results: |
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Industry Awards: |
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Other Recognition: |
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Comments: |
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