Harley-Davidson Love Ride
ft. Foo Fighters.
A six-month regional media campaign that revived one of America's most iconic charity motorcycle events, driving advance ticket sales to maximize funds raised for U.S. veterans.
Reaching two audiences with one strategy
To revive one of America's most iconic charity motorcycle events, HALO developed a regional media campaign with one goal: drive advance ticket sales to maximize funds raised for U.S. veterans. HALO executed a six-month regional media campaign focused on two distinct audiences:
- Foo Fighters fans: Leveraged the world-famous KROQ rock radio station, entertainment media, and digital outlets to reach younger concertgoers.
- Harley-Davidson riders: Leveraged the legendary KLOS rock radio station, leading motorcycle publications, and trusted regional print media to engage the predominantly Gen X and Baby Boomer rider community.
By delivering the right message through the media each audience trusted most, HALO built momentum that resulted in a sold-out event.
Campaign Results
Six months of regional media built toward one night—here's how that momentum translated into a sold-out, record-breaking event.
What Harley-Davidson says about HALO.
We went from 2,700 attendees the previous year to a sold-out 14,500+ capacity event and raised $1 million for United States veterans.
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