Driven by innovation and unparalleled passion for the sport, Harley-Davidson's marketing efforts in Thailand were recognized at the 10th annual Marketing Excellence Awards 2022. The American motorcycle brand was announced the Silver winner in the Event Marketing category for its Dirt.Road.Track. Media Xperience event that was held on June 28, 2022, as well as Bronze winner for the Brand Awareness category for its Virtual Harley-Davidson Owners Group (H.O.G.) Rally event, held on June 11, 2022.
The Marketing Excellence Awards are designed to celebrate, recognize and reward Thailand's outstanding marketing campaigns. It is the premier platform for marketers to showcase their creative excellence, successful strategies and effective delivery. The champions for 2022 were chosen by an independent judging panel comprised of high-calibre, senior industry experts from reputable brands.
Shining through the Competition with Silver in Event Marketing
With the aim of having Harley-Davidson's Model Year 22 (MY22) bikes stand out, Harley-Davidson organized the first-ever Dirt.Road.Track. Media Xperience. Held at the Bira Circuit near Pattaya city, the one-day, media invite-only event was designed for attendees to experience Harley-Davidson's bike fleet across different terrain settings.
The event resulted in extensive coverage from the media, drumming up significant hype and awareness about Harley-Davidson's MY22 bikes, with the attending media publishing stories on their social media platforms as well.
Rallying the Harley-Davidson Community
H.O.G. is an important part of the Harley-Davidson community, and the H.O.G. Rally is an event that brings all members in the region together, to embrace their camaraderie and shared passions for the open road. For the second iteration of the H.O.G. Rally, Harley-Davidson designed an alternative way for the H.O.G. community to come together and engage with each other in the digital sphere, thus creating a suitable, hybrid environment for the markets.
Across the nine markets - Thailand, South Korea, Philippines, Vietnam, Malaysia, Indonesia, Singapore, Taiwan and Hong Kong - the event achieved 624,000 live views and 3.41 million impressions across Harley-Davidson's social handles, leaving a lasting impression on viewers, and helped establish the launch of Harley-Davidson's newest motorcycle, the Nightster. In sum, the Virtual H.O.G. Rally was effective in leveraging multiple platforms to provide an engaging community experience that increased brand awareness across the region.
Harley-Davidson would like to thank its partners, PICO Thailand, FleishmanHillard Thailand, Omnicom Public Relations Group Singapore, McCorkle & Associates, Hatch Singapore and Weber Shandwick for making these wins at the Marketing Excellence Awards 2022 in Thailand possible.
Source: FleishmanHillard Thailand