The document provides background information on Harley-Davidson's history since 1901 and discusses the brand's competitors. It then outlines initial ideas, progressed ideas, and the final outcome for an advertising campaign promoting the Fat Boy motorcycle model across various media platforms. The campaign aims to create desire and raise awareness for the Fat Boy over 3 months with a 48 sheet poster, adshel posters, and a national press ad in Metro costing a total of £44,654.60.

1. HARLEY - DAVIDSON
For this project I will be creating an advert which is to go across 3 different
media platforms, a 48 sheet poster, an adshel and a press for the metro.
Theadvertistocreatedesireandraiseawarenessforaparticularbikemodel,
which in this case is the Fat Boy. I shall look at some of the competitors
Harley-Davidson has and also look at some of Harley-Davidsons previous
adverts.

2. Brand History
Harley-Davidson is an American
motorcycle company which first began
in 1901 when the one of the founders
William S. Harley completed his first
blueprint drawing of an engine which
was to fit into a bicycle and in 1903
William S. Harley and Arthur Davidson
made the first Harley-Davidson available
to the public with one of the first being
brought directly from the founders by an
old school-yard friend.
Over the next seven years Harley-
Davidson began to grow and a year after
the 1903 Model was released the very
first Harley-Davidson dealership was
opened by C.H. Lang, and he sold one
of the first three production Harley-
Davidson models ever made. Two years
later a new factory was built which
measured 28 x 80 feet, which was larger
than the first which was a simple wooden
shed measuring 10 x 15 feet.
In 1909 the company released its very
first V-Twin powered motorcycle which
produced a total of 7 horsepower, and the
image of the two cylinders was to become
an iconic symbol of the Harley-Davidson
brand.
It wasn’t until 19010 when the “Bar &
Shield” logo was used for the first time
and it was trademarked a year later and
in 1920 Harley-Davidson became the
worlds largest motorcycle manufacturer
with new Harley-Davidson models
available in over 2000 dealerships in over
67 countries worldwide.
As the years went by Harley-Davidson
kept on growing and on 1947 took
ownership of what was the A.O. Smith
Propeller Plant which was built in the
war, and used it as a large machine shop
where the new parts would then be
shipped off to another factory for final
assembly, and in 1947 Harley-Davidson
began to sell what became the classic
black leather motorcycle jacket.
in 1953 Harley-Davidson celebrated its
50th anniversary, with the creation of
an attractive logo which depicted a “V”
which was in honour of the engine which
had taken the company so far, there
was a bar laid over the top which read
“Harley-Davidson” with words above
and below, “50 years--American made” a
medallion version of this logo was placed
on the front fenders of the 1954 models.
When Hendee Manufacture went out of
business it left Harley-Davidson as the
sole U.S. motorcycle manufacture for the
next 46 years.
The 1990’s saw the introduction of the Fat
Boy model and it very quickly became a
modern legend of Motorcycle design.

3. cars and YAMAHA also deals with
musical instruments, whereas Harley-
Davidson is just motorcycles and so all
their passion goes into making each bike
perform its best while giving the rider
a smooth ride. which is what makes
Harley-Davidson stand-out from other
motorcycle manufactures, so even in
today’s society where there are more
bike manufactures, Harley-Davidson
is still a popular manufacture within
the motorcycle
community.
Brand Competition
As a motorcycle company Harley-
Davidson faces competition from
other brands such as BMW, HONDA,
YAMAHA and SUZUKI, and even with
over a century’s worth of experience
that Harley-Davidson has with making
motorcycles, they needed to ensure that
they remained popular to the public with
their unique bikes and style.
With the competitors, they produce a
lot of sports bikes which often appear
in major races such as the Moto GP,
but they do produce bikes similar to
Harley-Davidson, however they all have
other focuses as well, BMW, SUZUKI,
HONDA all
manufacture

4. Previous Adverts
With these two Harley-Davidson
Adverts they refer to the “Harley Spirit”
and in the first one a baby is shown
cutting its own umbilical cord which is
severing it from the mother and giving
it freedom and independence which
is what they are trying to show, that
when you buy a Harley-Davidson you
will feel freedom, and the same with
the second advert where its showing a
young boy using stick-on tattoos to give
him a sleeve style tattoo which when
you think about your stereotypical
biker they have lots of tattoos on their
bodies.
The third advert is all about how with
a Harley-Davidson you just ride, you
don’t care of the destination because
you love riding your motorcycle,
and therefore the destination isn’t
important.

5. Campaign length and prices
I would like my campaign to stretch
across a 3 month period, in the London
area in order for my advert to be seen
by my target audience I will have it on a
48 sheet poster, adshel and also a press
ad in the Metro.
Billboard:
The pricing for a single 48 sheet
billboard in London for 3 months
is £1950.With this information,
in order to get my adverts seen as
much as possible I would hire three
billboards for a period of 3 months
which would be at different strategic
locations throughout London therefore
extending the adverts reach. The cost of
this would be £5,850.
Adshel
The pricing for a single regional 6
sheet poster is £675 for three months,
in order to have my advert seen by as
many people as possible I would hire
four 6 sheet posters for a 3 month
period, these would be placed in
different town centres and in high
streets, to gain attention from the
public. The cost of this would be
£2,700.
Press: Metro
For a full page colour ad in the Metro
for just London, the price is £28,798.
The price for a national full page colour
ad is £36,104.60. In order to extend
my adverts reach I would chose the
national full page, so it can enter the
circulation because people will buy the
metro, for a train journey and then they
may leave it on the train and someone
else will probably pick it up and look
and therefore extending the amount
of people the advert reaches, I would
only run it for 1 month as things get
boring when seen over and over again
in tabloids.
The Total amount
to spend on this
campaign would
be £44,654.60

6. Initial Ideas
With this idea I decided to just focus on
a certain area of the bike, so I decided to
chose the rear end of it and I decided to
be a bit edgy with the slogan, because the
stereotypical bike is a man who has a big
build with him so many would slander
him as a fat boy, and due to the bike
model being named Fat Boy, I found it to
be an amusing play-on-words.
This idea was mainly based on breaking the
stereotype of bikers, as the woman in the image
would be dressed in a business-style suit with
the Harley-Davidson in the background, so not
only is the woman breaking the biker stereotype
due to her social class, and therefore bringing
in the female audience, but it also appeals to the
male audience because the woman can be seen as
desirable. The strap-line I used was to say that no
matter what you do, you will love your Harley-
Davidson
This idea was mainly directed at the female audi-
ence, and so I used hair-dryers which are commonly
related to women. In order to show how Harley-Da-
vidson was better, I decided to incorporate the dou-
ble exhaust, which many of the Harley models have,
and make it look like a hair-dryer. I also thought
about comparing it to another, and so I did but I
made it smaller than the Harley-Davidson version,
and I branded it with the BMW logo, the strap-
line is to make the audience look and think what
one would be better to have, one which is just your
everyday hair-dryer, or a bigger and more powerful
hair-dryer.
This origin of this idea came from a selection of
movies where tire-marks are left behind after a
vehicle has sped away, and so I thought about
using the setting as a street in London and the
tire-mark would feature the words “LEAVE
YOUR MARK” which would create a desire for
the audience to leave their mark on the streets of
London or wherever they go they can leave their
mark when they ride a Harley-Davidson

7. With this idea I tried to focus more on the specific
parts which make up the Harley-Davidson Fat Boy
and so I looked at the heart of the motorcycle which
was its V shaped engine. The catchphrase I used was
intended to gain interest because Harley-Davidson’s
have a very throaty sound when someone rides past,
and so its was trying to get people to want to listen
to the sound the Fat Boy makes.
This idea was just one I
wanted to keep simple and
so it would feature the front
of the motorcycle, the logo
and a catchphrase, but I
thought just make it less
busy because sometimes
adverts which are simple
are sometimes the more
effective ones.
This idea was mainly focused at women, because
they are also part of the target audience, and so I
chose to again keep it simple, the only text in the
advert would of been the text in the logo, but what i
was trying to do was play with the biker stereotype
and so that is why I made the logo appear to be a
tattoo on a woman’s arm, but it was to mimic the
well known heart tattoo with an arrow through
it, and so instead of the heart I used the Harley-
Davidson logo
When looking at the previous Harley-
Davidson adverts, I noticed how they have
used children which is where the inspiration
for this idea came from, and it’s trying to
get the message across to the audience
that no matter what your age is, when you
have a Harley-Davidson you feel ageless
and you can enjoy yourself as if you were a
child with a new toy, which is sort of where
the catchphrase for this advert came from
because its all about having fun as if you were
a child again

8. This idea is similar to one of my other
ideas however I haven’t kept it simple,
and so I decided to try and make it
more interesting to the public eye, by
having the add look like someone was
opening a door and light is shining onto
the front of the motorcycle and in the
headlight the image of a London icon
can be seen. The catchphrase I came up
with is almost giving the motorcycle
a personality, because when you go
to a new place you want to explore
everything, and it can also be related to
the name of the bike Fat Boy through
the thought of the stereotypical “Fat”
person because most people think they
are always hungry.
With this idea I tried to revert back
to just looking at the parts, and so for
this I thought about the parts which
hold the bike together and so I decided
to use nuts/bolts, the image would be
a close up of the end of the bolt, and
there would be the Harley logo placed
on the top, so it looked like it was
embossed. The catchphrase is just to
emphasise how Harley-Davidson’s Fat
Boy is built with parts which are all of a
high quality because the company itself
is passionate about its bikes
This idea was came from when I
had a lack of ideas, so I went onto
the website and I was looking at
what makes a Harley-Davidson Fat
Boy unique, and I came across a
description which was “Your boots
were made for riding” and so, still
sticking to focusing on certain parts
of the motorcycle, I focused on the
footplate, and used it to create an
advert from it, the footplate was the
image and the text was based around
it
Like my previous idea i took
inspiration from the different
qualities that the Fat Boy has, and
with this one I focused on the wheels
of the bike because it said that the
larger wheels increase the shock
absorption of the road and so you
experience a much smoother ride,
and the only way the audience could
confirm it, is if they knew someone
who had taken it for a test drive or
if they owned on, or they could go
to a local dealership and actually ask
to test drive one for themselves to
experience it first hand

9. Progressed IdeasI decided to take this advert forward into the development stage because
I wanted to go against the typical biker stereotype and use a woman, and
it seemed like quite a simple advert to produce, which is also the reason
why I probably wont make this my final advert, because I would like to
challenge myself to do a bit more and use the software in more depth,
but this idea was probably my favourite one because it looked like it
would be fun to put together. The background of the advert was going to
be black and the woman was going to be dressed in a suit to make herself
seem like a business woman who you wouldn’t suspect to own a Harley-
Davidson motorcycle.
This idea was more of a challenge for me to try and put together
because I wanted to make it look well made, which is one of the
reasons why i preferred this idea over the other one, as this one
would require me to use more tools in Photoshop and experiment
with them in order to try and get the desired outcome, similar to the
other idea the background would be black and half of the bike would
be faded to black to almost give the illusion that someone is opening
a door to a shed and light shines through and lights up the other half
of the bike.

10. Final Outcome
48 sheet
With my final idea, I tried my
best to keep it similar to the
developed idea, but I did have to
change some elements such as
where the type was going to go,
but i am quite pleased with the
outcome, the type is the same
colour orange as the logo and i
kept the background black and
I was able to make the look like
half of it was hidden in darkness
while the other half is shining
in daylight. I found trying to
create the reflected image in the
headlight a challenge but i think
it looks quite convincing, but it
gave me time to try and exper-
iment with the different tools
within Photoshop and InDesign.

11. Adshel
Press Ad: Metro

12. Referencing ListHistory: http://www.harley-davidson.com/content/h-d/en_US/home/museum/explore/hd-history/1900.html
Images: http://upload.wikimedia.org/wikipedia/commons/thumb/4/44/BMW.svg/2000px-BMW.svg.png,
http://image.atvrideronline.com/f/newsfront/1003_atvp_american_honda_expansion_2010_racing_contingency_pro-
gram/28505899%2Bpheader_460x1000/1003_atvp_01_z%2Bamerican_honda_expansion_2010_racing_contingency_
program%2Bnew_honda_logo.jpg
http://www.motorrad-suzuki-chemnitz.de/suzuki.gif
http://images.motorcycle-usa.com/photogallerys/yamaha-logo-non-racing.jpg
http://www.totalmotorcycle.com/motorcycles/2013models/2013-Yamaha-VStar650Classic1.jpg
http://www.totalmotorcycle.com/photos/2009models/2009-Suzuki-BoulevardC50a.jpg
http://upload.wikimedia.org/wikipedia/commons/3/31/BMW_R_51-3_motorcycle_1951_-_3.jpg
http://www.totalmotorcycle.com/photos/2011models/2011-Honda-ShadowRS-VT750RSa.jpg
Adverts: http://files1.coloribus.com/files/adsarchive/part_1493/14937905/harley-davidson-baby-260-12925.jpg
http://www.bestadsontv.com/files/print/2012/Jan/41782_harleydavidson-tattoo.jpg
http://www.abitoftony.me.uk/wp-content/uploads/2010/11/harley-ad-map.jpg
Advert Pricing: http://directionalmedia.co.uk/products/rate-card
http://advertising.metro.co.uk/pdf/ratecards/Ratecard.pdf
images:
https://encrypted-tbn0.gstatic.com/images?q=tbn:ANd9GcSjK02aj5QZFg-KL4xG76vFYEqaFuHfdVX7O
http://www.prepressure.com/images/printing-abribus-adshel.jpg
http://2.bp.blogspot.com/-bvFcPapeOD0/Ts5KkzTSrgI/AAAAAAAAAZY/7WAoufWfk14/s1600/