Harley-Davidson Pan America Media Launch

With the stunning South Coast of NSW as the backdrop, this epic on and off-road journalist adventure formed part of the Australian launch activities to herald the arrival of Harley-Davidson’s first adventure touring motorbike, the Pan America™.

Over three jam-packed days, Australian lifestyle and endemic media were invited to put the Pan America through its paces, on road and off.

Each day saw a different group of journalists take the bike to the open road. And each day was kicked off with an interactive presentation from Harley-Davidson leadership, both at a local level, and via direct live cross to technical experts in the USA.

A significant number of stakeholders were integral to the project’s success, including Harley-Davidson Australia, Shoalhaven City Council, NSW Police LAC, 303 Mullen Lowe, and local, national media.

Key partnerships were struck with leading endemic, lifestyle, and mainstream media outlets, giving them access to Harley-Davidson’s first off-road adventure touring bike and it’s tech team and designers via zoom link, resulting in over 5.3M impressions to date.

This medium-risk launch project was run ‘Issue free’, with all stakeholders extremely pleased with the professionalism and care taken with their assets.