Harley-Davidson holds its annual retail event for the APAC market as a platform to offer new apparel, merchandise, and networking opportunities for dealers and licensees. The motorcycle brand aspired to refresh the General Merchandise Rally with insightful programming and a revamped experience. The changes would facilitate better engagement and business advancement for audiences while also strengthening a connection to the brand. To accomplish these goals, Harley-Davidson needed a trusted partner that understood the brand, objectives, and could help redesign an already successful event into a compelling attendee experience.
Inspiring the experience
Freeman was invited to evaluate and audit the event, which identified several experiential ways to enhance the experience. Working with Harley-Davidson, we developed a strategy to bring dealers closer to the brand by drawing inspiration from the HD values of independence, authenticity, and passion. This approach fueled an immersive environment that offered dealers a more satisfying experience to view, buy, and network.
Meeting the challenge
Challenged by a unique venue, the Freeman team successfully transformed the space with thematic visual merchandising units, furnishing and decor to bring the Harley-Davidson brand to life. Showcasing a holistic lifestyle offering, general and licensee booths were positioned to surround the main stage. This created an unconventional style of programming, which allowed more freedom and flexibility for dealers to explore and learn about the products at their own pace. The rally concluded with a high-energy extravaganza that celebrated all things Harley-Davidson.
Raising the bar
Guided by findings from the event audit, the refreshed and enhanced Harley-Davidson event was a huge success. Dealers were highly engaged and sales targets were met. The combination of the new conference, expo component, and after party was described as “the best Harley-Davidson APAC event thus far.” Working with Harley-Davidson to elevate the experience solidified a lasting and meaningful partner relationship.