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BrandsRock paves the way for Harley-Davidson MY13 Ride-Out

When Harley-Davidson Africa recently hosted a Ride-Out for selected motoring- and lifestyle journalists to introduce the new additions to the Harley-Davidson family of motorcycles, BrandsRock was tasked with developing the concept, assist with logistics and developing tactical messaging elements.
BrandsRock paves the way for Harley-Davidson MY13 Ride-Out - Saatchi & Saatchi BrandsRockBrandsRock paves the way for Harley-Davidson MY13 Ride-Out - Saatchi & Saatchi BrandsRock
BrandsRock paves the way for Harley-Davidson MY13 Ride-Out - Saatchi & Saatchi BrandsRockBrandsRock paves the way for Harley-Davidson MY13 Ride-Out - Saatchi & Saatchi BrandsRock
Working with PR agency Greater Than, the BrandsRock team delivered a very successful Ride-Out experience that took place between 12 and 16 November 2012. This included everything from a range of banners showing the Harley-Davidson timeline from inception to present day, to travel mugs and other innovative items, all branded in true Harley style.

Various installation pieces were also required along the route, which took riders from the Tyger Valley dealership on a scenic route through the Winelands and back along the coast, eventually ending at the Cape Town dealership. The BrandsRock team lead the way, setting up at each stop-over before the riders arrived. This included a breakfast stop at Fisantekraal Airfield, where the team set up a specially-designed shed that was modelled on the humble quarters where William S. Harley and Arthur Davidson built their first motorcycle. Lunch was enjoyed at the Aphrodisiac Shack in Villiersdorp, with a water stop along the Bainskloof Pass and a coffee break at Muizenberg, where BrandsRock arranged a pop-up barista and bespoke refreshments.

Goody bags were handed out at the end of the ride, which included a T-shirt in each rider's size, featuring pictures taken of them at the breakfast stop on the day of the Ride-Out. This incredible feat necessitated careful behind the scenes manoeuvring on the part of the photographer, the BrandsRock design studio and a very fast printer partner.

The Harley-Davidson MY13 Ride-Out was a great success and due to precision planning on the part of everyone involved, went off without a hitch. No rest for the wicked, however - work is already under way on elements for a Harley-Davidson festive campaign. Watch this space!

(All photos courtesy of Desmond Louw from dna photographers)

    
 
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