“All For Freedom. Freedom For All.” Celebrates Individuality of Riders and Non-Riders Alike
Dubai, UAE, August 21, 2017: Since 1903, Harley-Davidson has built motorcycles for one reason: to fulfill dreams of personal freedom. The Motor Company's recently launched new brand platform – “All for Freedom, Freedom for All” – celebrates Harley-Davidson's enduring legacy and the pursuit of freedom that unites all. With a focus on the universal pursuit of independence, authenticity and the feeling of the open road, the new work is an open invitation to riders and non-riders across the globe to embrace their individuality.
The new platform comes to life via 30 and 90-second videos containing user-generated and filmed content and is set to pique the interest of motorcycle enthusiasts across the Middle East. In the creative, Harley-Davidson shares moments captured on the open road by riders past and present from all walks of life.
“‘All For Freedom. Freedom For All'” is part of our 10-year global strategy to build the next generation of Harley-Davidson riders,” said Sean Cummings, Harley-Davidson senior vice president of global demand. “As one of the leaders in our industry, we are on a mission to grow the sport of motorcycling globally. To reach that ambitious goal, we need to increase our brand's relevance and inspire new riders to experience the same freedom that all H-D riders feel in the saddle. This new work does that by celebrating the passion, freedom and emotional pull of the open road.”
Elsa Abi Nader, Regional Marketing Manager at Harley-Davidson Motor Company - Middle East and North Africa added: “The launch of the new platform highlights our ongoing commitment to sharing the sheer enthusiasm we hold, not just for motorcycling, but for the lifestyle that accompanies it. Our aim in the region is for the new creative to draw out all of our Middle East fans who are yet to learn to ride.”
To ignite a conversation about the thrill of riding, Harley-Davidson is enlisting its network of riders, influencers, dealers and employees on social media to post images and stories of why they chose to accept the invitation of the open road using #FindYourFreedom.
Experience the freedom that comes from riding a Harley-Davidson
Harley-Davidson will help get riders out and building their skills on two wheels in no time at all. The Harley-Davidson Guide to Ride provides all the basic information needed to get a license and be ready to ride in just a few classes.