This promotional campaign was developed to help Victory Motorcycles address their annual winter sales slump. I led the creative strategy and creative campaign, which was developed around the impatience and anticipation riders feel during the days of winter when they’ve got “garage fever”. The campaign invented a category-inclusive event, focused on accessories and apparel, and achieved a company record for winter accessories sales.

As an American heavyweight v-twin competing against Harley-Davidson, Victory Motorcycles (a Polaris brand) needed a compelling approach to communicate the brand’s unique differentiators. My team and I created a foundation to show that Victory redefines the modern heavyweight v-twin for high performance risk-takers. The creative strategy informed and guided a full, multi-channel branding campaign and ongoing promotional campaigns that included national television, print, photography, point of purchase, direct mail, social media, digital, PR, events, partnerships, and sales enablement and dealership support.