Our Clients

Community and content strategy for the Harley Owners Group and content for Harley-Davidson

Delivery of content in over 15 languages across digital, print and live events

Client: Harley-Davidson and the Harley Owners Group
Sector: Motorcycles | Membership

The Harley Owners Group (H.O.G.), is a paid membership part of Harley-Davidson’s exclusive rider programme. More than just owning a motorcycle, owning a Harley-Davidson is a lifestyle choice for millions of riders and H.O.G. is the embodiment of this. Being part of it means accessing a network of like-minded individuals, and also provides a wide variety of member benefits and organised events.

We are tasked with creating engagement strategies and content for nearly one million members in Europe, the Middle East and Africa, North America, Asia, Australia and New Zealand. We produce monthly segmented and automated content-rich emails in multiple languages, plus bespoke emails for specific regions and nations, as well as international production and additional design, story ideation and development for an annual printed member magazine. In addition to this project, we also create content for European social channels across Facebook and Instagram, a printed membership guide in 17 localised editions across Europe, Canada, Asia and Oceania, working with logistics and printing partners to deliver this to members.

We also built and manage a members-only site that features regularly updated and SEO-optimised inspirational articles, member stories, news, event updates and access to member benefits. The site is designed to engage existing members but also attract new ones.

The remit

  • Design
  • Editorial
  • Art Direction
  • Photography
  • Video
  • Web
  • Advertising
  • Brand Partnerships
  • Strategy
  • SEO
  • Social
  • Email
Harley_parent_Full_width_magazine
Harley_parent_Laptop_Devices
Harley_parent_Mobile_Devices

As well as the core digital and print work for Harley-Davidson and H.O.G. we also create video content and take part in live event publicity, asset creation and project management.

This includes social media posting that has a reach of more than 500,000 organically per event; images and videos that are used across Harley-Davidson brand channels as well as H.O.G.; and managing experiential activations like the Harley-Davidson Custom Bike Show at rallies across Europe.

We also find and activate commercial partnerships to enhance member experience and value for money, as well as realising extra revenue opportunities for compatible brands.

Dialogue now produces content for more than 80 per cent of the world’s H.O.G. members, using its extensive experience of working with different cultures and languages to produce a comprehensive and compelling content package for the world’s largest factory-sponsored motorcycle group.

Client’s thoughts

Dialogue continues to demonstrate and evolve what multi-channel marketing communications are all about. From communication strategy to organic and paid social coverage, image capture, video production and also projects like building a member website and executing an immersive official digital programme within the H-D app – even press releases. Dialogue sparkles through pure hard work, great ideas and fastidious attention to detail.”

Tom Robinson, Customer Engagement Manager
EMEA, Harley-Davidson

Sector insight

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Proud to be a winner of industry awards, recognised as content marketing experts in print and digital media.

Medium Content Marketing Agency of the Year 2023
Medium Content Marketing Agency of the Year 2022
ALF Sales & Marketing Award Winner 2023
Classic and Sports Car Club Awards
Content Marketing Award Silver
Content Marketing Award Gold
MemberWise Recognised Supplier 2024
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