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Harley-Davidson
Launches New V-Rod Muscle Ad Campaign with Marisa Miller
Stunning
American Supermodel a Perfect Match for Stylish and Powerful American
Motorcycle
MILWAUKEE
(Oct. 8, 2008)
– To emphasize the non-traditional pairing of sophisticated style and
brute strength, Harley-Davidson chose to launch the new 2009 V-Rod Muscle
in a distinctly non-traditional way—by teaming up with American
Supermodel Marisa Miller in an innovative marketing campaign to introduce
the latest addition to Harley-Davidson’s high-performance line of V-Rod
motorcycles.
The
new V-Rod Muscle features a powerfully sculpted new physique that exudes a
contemporary and urban sense of style. The Muscle’s long, low profile
and super wide rear tire are inspired by the drag strip, while the
free-revving performance of the liquid-cooled Revolution V-Twin engine
co-developed with Porsche give it an unmatched combination of power and
sophistication.
“The
V-Rod Muscle stands out in a crowd of copies and generic motorcycle
profiles,” said Mark-Hans Richer, senior vice president and chief
marketing officer for Harley-Davidson. “It stretches the very definition
of what it means to be a Harley-Davidson motorcycle.”
Partnering
with American supermodel Marisa Miller is a perfect match. The V-Rod
Muscle’s sculpted body and commanding physique complement Miller, who
not only represents classic American beauty, but also strength and
athleticism. Miller is best known for gracing the cover of many prominent
publications, but she also represents the return of the great American
Supermodel. Miller grew up around motorcycles in California and has a
strong appreciation for Harley-Davidson.
“To
represent such an iconic American brand is incredible,” said Miller.
“I have grown up watching my dad and uncle ride Harleys. It's amazing to
circle back at this point in my career, and work with a brand I have so
much respect for.”
Like
the bike itself, Harley-Davidson chose a distinctly non-traditional
marketing campaign for the V-Rod Muscle. Starting Oct. 13, an ad campaign
launches that shows Miller stretched atop a sleek, black V-Rod Muscle. The
black background and distinct lighting capture the aggressive styling of
the bike contrasted by Miller, which brings the idea of American
Supermodel to life. In lifestyle magazines such as GQ,
Esquire, Complex,
Road & Track and Trader,
ads will make use of a new technology called SnapTell, which provides
access to exclusive content upon photographing the ad with a mobile phone
camera.
The
campaign was pre-launched on Oct. 6 on Harley-Davidson’s official
YouTube channel, with a “making of” video that takes viewers behind
the scenes at the Marisa Miller V-Rod Muscle photo shoot (http://www.youtube.com/harleydavidson).
Motorcycle bloggers and Harley-Davidson fans and friends on Facebook and
MySpace were exclusively tipped off to the campaign. The video will also
be available on www.h-d.com/muscle which launches Oct.13.
The
Harley-Davidson V-Rod Muscle features a 1250cc liquid-cooled V-Twin engine
with a five-speed transmission and high-performance Brembo triple-disc
brakes with available ABS. Its race-bred clutch with “slipper” action
helps ease drive train effort during downshifting while its
broad-shouldered presence is highlighted by a huge 240mm rear tire. New
bodywork with integrated turn signals and a clipped fender combine to give
it a clean, contemporary look. The V-Rod Muscle is available in Vivid
Black, Brilliant Silver, Dark Blue Denim and Red Hot Sunglo. For more
information on V-Rod Muscle visit www.harley-davidson.com.
Harley-Davidson
Motor Company, the only major U.S.-based motorcycle manufacturer, produces
heavyweight motorcycles and a complete line of motorcycle parts,
accessories and general merchandise. For more information, visit
Harley-Davidson’s Web site at www.harley-davidson.com.
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