HOG magazine, which is published five times per year, is a key pillar in H.O.G.’s member engagement and retention strategy and the contract was won by Dialogue in a competitive pitch with US-based as well as UK agencies.
The win recognises the achievements of Dialogue’s decade-long relationship with H.O.G. in Europe, Middle East, Africa and Latin America, and this new three-year deal sees the agency produce an edition which is distributed to more than 650,000 H.O.G. members in the US.
Dialogue initially launched a multi-lingual EMEA edition of HOG magazine in 2007 for six key markets in which specific content is produced per market as well as being translated into French, Italian, German, Spanish, Dutch and English. More recently the team rolled out the format to the Latin America and Brazilian markets, again, localised and translated.
Dialogue’s multi-channel work for H.O.G. EMEA received an International Content Marketing Silver Award in December 2015 with the judges commenting on its "strong brand synergy" and "beautiful execution".
Constant product evolution and a drive for integration has also seen Dialogue developing and managing digital initiatives for Harley-Davidson in EMEA, including a member gallery site, mobile app and CRM email communications, ensuring maximum exposure for all events to H.O.G. members in the region.
Similar to the EMEA and South American editions, the US version of the magazine contains stories and information exclusive to that market, including lifestyle and riding features, member stories as well as tips on riding and Harley-Davidson product information.
Gavin Miller, Dialogue’s Managing Director said: “We’re delighted to have been appointed by Harley-Davidson to produce the iconic US HOG Magazine and we look forward to working with the US team to help build on their already established relationship with the H.O.G. community. Content really does help brands engage and build communities across multi-channels and from a personal perspective there is nothing better than the experience of the Harley-Davidson brand on the road, through a magazine, online or at an event.”
Matt King, Harley-Davidson Integrated Communications Manager and HOG magazine editor, said: “In addition to their proven capabilities in developing compelling content across print, digital and social media channels for all the brands they serve, the team at Archant Dialogue has impressed us with their deep understanding of the riding culture that unites H.O.G. members around the world. They are an ideal partner to help us build and strengthen the powerful bonds that connect our members to Harley-Davidson, H.O.G., and each other.”
Zoe Francis-Cox, Publishing and Content Director for H.O.G. at Dialogue said: “Interpreting national or even international goals for an organisation and creating great, locally relevant content is the core of Dialogue’s offering. Culture is as important as language and our team prides itself in understanding this in its cross-channel solutions. Helping the Harley Owners Group deliver engagement in nine languages is already exciting, but the opportunity to deliver content on Harley-Davidson’s home turf is a dream come true.”
