• new york pr
  • branding company

 

Case Study: Reinventing the Wheel

 

 

 

 

BACKGROUND:

Skyya was engaged as Indian Motorcycle’s AOR in October 2012 as a key member of the team chartered with the enormous task of resurrecting one of America’s oldest and most storied brands.

 

KEY OBJECTIVES:

  • Instill “confidence” in the new Indian Motorcycle as a viable alternative to Harley-Davidson.
  • Build “momentum and excitement” for the historic re-launch.
  • Drive “retail acceleration” through community building, lead generation and new dealer development.

 

KEY RESULTS:

  • 229 total stories and over 1.32 billion unpaid impressions, including virtually every national business outlet along with more than 60 men’s, automotive, local and lifestyle publications.
  • More than 500,000 website visits in the first five days after the Sturgis unveiling.
  • An 860% increase in the company’s Facebook and Twitter social communities from January to October 2013.
  • Lead generation that exceeded the company’s aggressive goal by more than 300%.
  • A stock price that has increased by 60% year-to-date.
  • Strong dealer interest around the world ensuring the company will hit its new dealer goal of 120-140 by December 2013.
  • More than 10,000 consumer test rides occurred at new dealerships across the country.
  • Massive consumer interest, putting the company nearly 100% ahead of its unit sales goal for 2013.

 

Awards:

Skyya won the following awards for the rebirth of the Iconic 112-year old American Brand:
  • PRNews Platinum PR Awards: Honorable Mention for Product Launch
  • MN PRSA 36th Annual Classic Awards: Marketing Products – New Product
  • MN PRSA 36th Annual Classic Awards: Industry Campaign of the Year – Consumer Products
  • 2014 Big Apple Award: Marketing Consumer Products – Non-Packaged Goods

 

 

For more information please visit www.indianmotorcycle.com.