In celebration of Women Riders Month this May, Harley-Davidson is unveiling a new print campaign exclusively in the pages of Vanity Fair magazine. The June issue of the magazine—available in New York and Los Angeles on May 6, 2009, and nationwide on May 12, 2009—will feature a custom advertising section created by the Vanity Fair in-house creative development team for the Motor Company.
The custom section salutes women who embody the Harley-Davidson spirit of authenticity and adventure, and encourages females who have not yet hit the road on two wheels to “experience life with no regrets.” The women featured in the section include health and wellness expert and NBC’s The Biggest Loser trainer Jillian Michaels; Grammy®-winning singer-songwriter Jewel; television and film actor Tricia Helfer; and Los Angeles rider Deborah DiMiceli. Each woman tells her own story of her history with riding and/or aspiring to ride.
“ Harley-Davidson believes that many women who read Vanity Fair will relate to the strong, confident and independent attitude of women riders,” said Leslie Prevish, women’s outreach manager for Harley-Davidson. “The images in the section showcase Harley-Davidson’s tradition of life-changing freedom, adventure, and camaraderie on the open road, and underscore the Motor Company’s declaration of Women Riders Month and its initiative to encourage 100,000 women to learn to ride.”
To complement the printed piece, Vanity Fair also has commissioned behind-the-scenes video of the section’s photo shoot that provides in-depth interviews and never-before-seen images. This video can be viewed exclusively online at www.harley-davidson.com/vfwomen or vfagenda.com/harley-davidson.
Additionally, www.harley-davidson.com/vfwomen provides access to inspiring stories of how other female riders got started and how women can locate a Harley-Davidson Rider’s Edge® New Rider Course in their area.
Vanity Fair Vice President and Publisher Edward J. Menicheschi says, “This program is a great example of what can happen when you harness the power of two extraordinary brands to produce something wholly unique. To be able to work with a client such as Harley-Davidson, and to have them place their trust in our brand, is something we are extremely proud of. To continue to be able to raise the bar for our partners, even in this challenging economic time, is truly thrilling. It’s a testament to Vanity Fair’s influence in the culture at large and how we put that influence to work for our clients."
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.
Published on May 15, 2009