San Jose Network to develop regional marketing efforts for the iconic brand
CHICAGO (July 10, 2007)– Harley’s V-twin engines will be growling louder in Latin America as the American motorcycle company embarks on a more aggressive marketing initiative south of the border.
Harley-Davidson recently signed San Jose Network Ltd. (SJN) as the agency responsible for managing its new Latin-American marketing efforts. The multinational agency was selected for its in-depth knowledge of Latin-American consumers, local media expertise, developed media lab structure and ability to manage the entire scope of marketing communications services from a central U.S. location.
“It’s a real honor to do work with a company that has set the industry standard for over a century,” said George L. San Jose, chairman of SJN. “While Harley has already been successful in generating sales around the world, it will be our task to make this brand even stronger and realize its full potential in Latin America.”
“The Harley-Davidson name carries a tradition that transcends borders,” said Claudia Garber, manager of marketing communications Asia Pacific and Latin America for Harley-Davidson. “With an endless list of opportunities surfacing in Mexico, our goal will be to connect more closely with the ever-changing Mexican consumer and become their brand of choice.”
SJN and Harley will also develop efforts farther south into Latin America to launch a comprehensive campaign completely unique to Harley’s previous efforts. The plan will help to identify emerging segments and offer a different approach to communicating with its different markets.
“With our analytical capabilities, talented pool of professionals and reach of our network, we will be able to use best-in-practice solutions to uncover and exploit new segments in Latin America, enhancing Harley’s return in the short and long-run,” said Tatiana Vieira, executive director of SJN. “Expect to see our strategies in full throttle by January of next year.”
Harley-Davidson, Inc. is the parent company for the group of companies doing business as Harley-Davidson Motor Company, Buell Motorcycle Company and Harley-Davidson Financial Services. Harley-Davidson Motor Company produces heavyweight street, custom and touring motorcycles and offers a complete line of motorcycle parts, accessories, apparel and general merchandise. Buell Motorcycle Company produces sport motorcycles in addition to motorcycle parts, accessories and apparel. Harley-Davidson Financial Services, Inc. provides wholesale and retail financing and insurance programs to Harley-Davidson/Buell dealers and customers.
San Jose Network Ltd. is the largest marketing communications group exclusively serving the U.S. Hispanic, English-speaking Caribbean and Latin-American markets. SJN creates integrated marketing solutions for Fortune 1000 companies through its ability to deliver results in more than 25 countries across the continent. For more information on The San Jose Network Ltd., please visit www.thesanjosenetwork.com.