HARLEY-DAVIDSON ROLLS OUT TWO NEW CAMPAIGNS

Flagship Brand Readies for 100th Anniversary

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DETROIT (AdAge.com) -- New campaigns from Harley-Davidson back its smaller-volume Buell motorcycle line and the flagship Harley brand.

Buell gets an estimated $5 million all-print campaign breaking in March cycle and auto enthusiast titles plus broader-reach magazines including Sports Illustrated. The ads from Laughlin Constable, Milwaukee, tout the sport bike's handling. One ad backs a sweepstakes offering five winners the chance to cruise Deal's Gap, an 11-mile stretch with 300 turns along the Tennessee-North Carolina border.

Centennial model
Ads for the Harley-Davidson V-Rod,

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its first 100th anniversary model, break nationally Feb. 25 on ESPN. The 30-second shows an unfortunate sailboat owner, whose mast is snapped when a drawbridge is reopened in midstream to make way for the Harley rider. Interpublic Group of Cos.' Carmichael Lynch, Minneapolis, handles.

The spot will get extensive play on ESPN during college basketball and pro hockey games. It expands to ABC in early March.

Spending on the two campaigns was not disclosed.

The motorcycle maker said it expects to increase the Harley brand production this year to 289,000 units. In 2002, it said it shipped 263,653 units vs. 234,461 the prior year. Buell shipped 10,943 bikes last year vs. 9,925 in 2001.

The Harley brand will celebrate its centennial with a major event in Milwaukee in August.

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