U.S. motorcycle maker Harley Davidson rolled out a “Start Something” campaign, which includes supermodel Marisa Miller as a spokeswoman and Route 66 among the options for a “road trip of a lifetime” sweepstakes, according to a company news release today.
Surfing the “Start Something” site, it’s clear that Harley is trying to attract customers who’ve never ridden a motorcycle. It includes instructions on getting a license, scheduling a riding course, buying equipment, picking the right bike, and other advice for novices.
“This is the most ambitious effort the Motor Company has ever undertaken to encourage men to ride,” said Dino Bernacchi, Harley-Davidson’s director of Advertising and Promotions. “We know men from as young as 18 to 55 and older are dreaming about participating in our sport. With over 30 bikes to choose from and starting at just $6,999, there’s no reason to wait until ‘down the road.’ Today really is the day to ‘start something.'”
To Harley’s credit, it didn’t pick Miller just because she’s eye candy. She recently got herself a motorcycle license, learned to ride, and bought a bike — the whole nine yards.
The giveaway will give one winner and three friends a Harley of their choice and an “ultimate” road trip, with one of the options being Route 66. The other road-trip options are the Pacific Coast Highway, Florida Keys, Beartooth Highway, Black Hills of South Dakota, or the rider’s choice.
Harley had better hope this campaign works. It’s been struggling lately, to the point where the company is considering moving from its longtime headquarters in Wisconsin as cost-cutting measure.