Agency News

Golin is Appointed by Harley-Davidson to Manage China Communications

August 27, 2021

SHANGHAI, CHINA (August 27, 2021) – Interpublic Group (NYSE: IPG) agency Golin has been appointed by Harley-Davidson, Inc. (“Harley-Davidson”) (NYSE: HOG) to maintain its corporate reputation in China.

Golin will implement a scaled, earned media strategy throughout China for Harley-Davidson, supporting the brand’s growth in the country by providing tailor-made solutions including product launches, brand campaigns, dealer communications, brand partnerships, and consumer activations. Golin is also responsible for helping Harley-Davidson redefine its iconic brand to appeal to biking enthusiasts and inspire a new generation of riders into the saddle by convincing them to “live to ride and ride to live.”

After a competitive pitch process, Golin was awarded the contract by demonstrating its track record of driving clients’ business through data-driven creativity combined with culturally relevant consumer insights and integrated storytelling capabilities. The team at Golin will enhance the iconic motorcycle brand’s appeal by working closely with Harley-Davidson’s marketing team to align with the brand’s strategic five-year plan to target profitable growth and increase brand desirability.

Lydia Shen, Managing Director, Golin China, said, “Harley-Davidson is not only the greatest motorcycle brand in history but is also one of the most admired lifestyle brands in the world, and we are thrilled to be partnering with them. Golin is looking forward to creating brave campaigns that will expand Harley-Davidson’s appeal in China by focusing on their strong sense of originality, premium experience, and personalization.”