Top 100 2011: Best Media Campaign, Print


Media Campaign — Print
Outpost Harley-Davidson

4-time winner
Owners: Russ and Leann Saputo
Location: Pueblo, Colo.
Store size: 25,000 sq. ft.
Vehicle brand: Harley-Davidson

To drive business in the off-season, this store created a “Winter Specials” multimedia ad campaign that ran from October through February. The campaign kicked off with a large full-color direct mail piece covering specials in the service, parts and MotorClothes departments along with a calendar of upcoming events, coupons, sales, etc. The campaign’s next phase involved postcards direct-mailed to the store’s top 1,000 customers, inviting them to a VIP event featuring the Harley-Davidson demo fleet. Periodic e-mail blasts and radio flights kept customers updated.

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