Harley-Davidson picks PR partner for corporate reputation in China

Harley-Davidson has appointed Golin to maintain its corporate reputation in China. According to a press statement, 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 pitch process, Golin was awarded the contract by demonstrating its ability in 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 personalisation."

Most recently, Golin handed current managing director of Hong Kong Jane Morgan the new role of head of client services for APAC. Morgan will further build on the agency’s dedication to client excellence, taking a refreshed look at how Golin delivers works for its clients. She will be working with account teams across the region to ensure they have the frameworks needed to deliver works that create changes and impact, in line with Golin’s new brand purpose.

On a global front, audio platform Clubhouse has appointed Golin at its global PR agency. In a Twitter post, Golin confirmed the news. Meanwhile, LinkedIn also appointed Golin as its global social media agency partner.

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