To promote the launch of the 2014 Harley Genuine Motor Accessories catalogue, 303Lowe has created a campaign featuring the Harley-Davidson-style book club complete with Skull & Cross Bone China.
The catalogue contains all the genuine parts and accessories for Harley-Davidson allowing owners to customise their vehicles and ensure their property is king of the road.
“We wanted to find a unique and interesting way to tell our consumers the new 2014 catalogue had arrived. The idea was to create a twist on a traditional book club night, done in a Harley style,” said Matt Clarke, head of business management at 303Lowe.
“We're always looking at new ways to change the scheme when it comes to marketing our genuine parts & accessories brands in a cluttered competitive landscape. The yearly release of a new catalogue is a very big deal in the Harley community so for the 2014 edition we wanted an idea that kept the Harley-Davidson flavour intact while having a bit of fun with the way our customers interact. That's the Harley Book Club,” said David Turney, Harley-Davidson sales and marketing manager – P&A, GM, Service.
The campaign will run through October and November across print, digital and in-store.