The Gordinier Group partnered up once again with one of the most iconic brands in the world – the Harley Davidson Motor Company. After several years touring with HD in support of the LiveWire electric motorcycle and in support of the Rushmore/Milwaukee 8 launch initiatives, we teamed up again in 2017/18 to tour the country and bring the brand to the people.
This year, GG supported the HD tour in 3 different capacities:
- Set up/dismantle/management of the HD promo trailer at rider events
- VIP ride program
- Setup/dismantle/management of the HD promo trailer at NHRA and flat track races as well as IMS events (with Emcee duties)
Along with HD trailer set up and dismantle management and events around the country (such as Sturgis, Milwaukee Rally, Laughlin, etc), GG handled the logistics, route planning and leading of a VIP ride program. In this program, GG managers identified and vetted event attendees that were in the purchase funnel but needed a little nudge before being ready to buy. These 10 VIP guests were allowed to take their preferred Milwaukee 8-equipped bike for an exclusive, personalized 150+ mile group ride, led by a GG manager. These rides took place on a pre-planned scenic route, including a lunch stop at a favorite local watering hole. Riders were encouraged to swap bikes along the way and were able to spend an extended amount of time really getting to know the bike that they were interested in. The feedback from the program was phenomenal! We were shocked by how many VIP riders immediately purchased motorcycles within days (or sometimes hours) of their ride!
April 20, 2016
The Project Rushmore Tour showcases new premium features within the HD touring bike lineup, including enhanced lighting, improved luggage system, engine mods and better braking. Read more about Rushmore here: Project Rushmore
The tour left our client’s (G7 Entertainment Marketing) facility and kicked off the first event in Leesburg, FL, Leesburg Bikefest, to a welcoming crowd of HD fanatics. Guests happily spent plenty of time on our event footprint, learning about the new motorcycles and interacting with display properties.
Along with our duties in setting up, training temporary staff and operating these events, GG also heads up special VIP rides at selected sites. These rides allow in-market guests to take a 120+ group ride on a new Rushmore bike in order to gain more familiarity with the machine. The VIP ride is a premium, guided experience that includes lunch and a local favorite restaurant, a pre-planned, scenic ride route and provides an opportunity for riders to switch bikes partway through. This has been a very valuable tool for HD, converting many potential buyers into sales.
Next stop is Laughlin, Nevada 4/26 – 5/1, where the Project Rushmore Tour will visit the Laughlin River Run motorcycle rally.
After Laughlin, look for HD Project Rushmore events at:
- Ohio Bike Week- Sandusky, OH: 5/25 – 6/5
- Laconia – Laconia, NH: 6/11 – 6/19
- Thunder in the Valley – Johnstown, PA: 6/23 – 6/27
- Gettysburg Bike Week – Gettysburg, PA: 7/5 – 7/11
- Muskegon Bike Time – Muskegon, MI: 7/1 – 7/17
- Sturgis – Sturgis, SD: 8/4 – 8/14
- Milwaukee Rally – Milwaukee, WI: 8/30 – 9/6
- Tomahawk Open House – Tomahawk, WI: 9/14 – 9/18
- Bikes Blues & BBQ – Fayetteville, AR: 9/19 – 9/25
- BiketoberFest – Daytona Beach, FL: 10/11 – 10/17
- Lonestar Rally – Galveston, TX: 11/1 – 11/7
- Long Beach IMS – Long Beach, CA: 11/17 – 11/21
- LA Auto Show – Los Angeles, CA: 11/14 – 11/29
The Harley Davidson Project LiveWire Tour #PROJECTLIVEWIRE is back on the road in 2015, and what better place to kick off the tour than Sin City?
Project Livewire brings 13 of HD’s new prototype electric sport motorcycle to venues across the US and Canada, giving consumers an opportunity to test ride this incredible machine. The feedback gathered from these lucky riders will help HD to determine exactly what the riders like/dislike about it and whether there is enough interest to bring this engineering feat to the market.
What an amazing experience for the riders and fans of this American brand – not only can people ride the bike on the street, but their opinions and feedback can help to shape the future of the brand. Pretty cool idea.
CycleWorld did a nice write-up of what it is like to ride the LiveWire here.
The tour began on May 1 at Las Vegas Harley Davidson, kicking off to an enthusiastic LV crowd. There were no shortage of guests in the city, as we shared the weekend with attendees of the Mayweather v. Pacquiao fight, Las Vegas Supercross and the Premier of Marvel’s The Avengers: Age of Ultron.
Speaking of the Avengers, the actual HD Street 750 motorcycle ridden by Captain America is part of our traveling display this year.
The tour heads to Chandler, Arizona next, then on to British Columbia. Stay tuned for more info…
June 15 – December 24
Gordinier Group was hired by a trusted partner and client, G7 Entertainment Marketing, to help with the operation of a 6-month national tour to promote the new Harley Davidson LiveWire electric motorcycle.
With East and West Coast teams, the LiveWire tour will be blanketing the country, introducing Harley fans to this wild new bike.
Take a look at this article on theverge,com, from the last east coast tour stop in NYC: http://www.theverge.com/2014/6/24/5837642/riding-project-livewire-harley-davidson-first-electric-motorcycle
Below are a couple of pictures of Gordinier Group Road Manager, Sergio, helping event guests with the LiveWire. Pictures courtesy of TheVerge.com