Case Study: Harley-Davidson of Scottsdale Grand Opening

Product/Service

Harley-Davidson of Scottsdale offers over 150,000 square feet of Harley-Davidson madness. In addition to the extensive inventory of new and used bikes, they offer a wedding chapel, movie theater, tattoo parlor, leather & lace boutique, arcade and an impressive service department. Harley-Davidson of Scottsdale is more than a dealership – it is the motorcycle destination of the Southwest.
 

Background

At 150,000 square feet – including a tattoo studio, wedding chapel and movie theater – HDOS is the largest, most unique dealership around. The grand opening campaign included promotion for several events that combined for three days of festivities including the official ribbon cutting of the dealership and the 4th Annual Bob’s Biker Blast. The yearly event is a chance for casual bikers, bike enthusiasts and music lovers to have a “blast” while making a difference. Bob’s Biker Blast celebrates the diversity within motorcycling and the positive impact bikers have on their community, with proceeds benefiting Phoenix Children’s Hospital (PCH).

Objective

Create media buzz around the new dealership and Bob’s Biker Blast. More specifically:

  • Increase merchandise sales by 50% from 2014
  • Increase parts and accessories sales by 15% from 2014
  • Increase foot traffic by 25%
  • Fundraising goal of $1,000,000
  • Media impressions goal of 2,000,000

Insight

There were a lot of great stories to tell in this campaign from highlighting the new dealership, announcing local and national dignitaries participating in the ribbon cutting and the positive economic impact it brings to the community, to promoting events surrounding Bob’s Biker Blast and the tie to PCH. The goal was to let each piece shine while maintaining consistent messaging for the dealership.

Execution

BIG YAM executed traditional public relations tactics, pursuing opportunities for positive media exposure for all aspects of the launch by leveraging existing media relationships and creating new relationships with targeted media. The agency was also tasked with managing all aspects of the ribbon cutting event including coordinating dignitaries and speaking opportunities, developing an event agenda and timing, providing talking points and on-site support.

Results

Efforts resulted in more than 40 media hits with of 8,518,004 total impressions and more than two hours of on-air broadcast time. Top stories included coverage in: The Wall Street Journal, iHeartRadio, Businessweek.com, Powersports Business, AZCentral.com and Phoenix network affiliates (KTVK, KSAZ, KNXV, KPHO, KPNX). The dealership reported a 193% increase in merchandise sales, 25% increase in parts/accessory sales and a 60% increase in foot traffic. More than $1 million was raised for Phoenix Children’s Hospital and the grand opening campaign won BIG YAM a PRSA Phoenix Copper Anvil.