Manila - Iconic American motorcycle brand Harley-Davidson is finally in the Philippines. The first official dealership recently opened, and Ace Saatchi & Saatchi was tasked to conceptualize the launch activities, as well as implement them.
On 25 February, when the Philippines celebrated the 27th anniversary of the EDSA Revolution - the day the Filipino People came together in a peaceful revolt for democracy following then President Marcos' dictatorship - about 50 Harley-Davidson bikes came together for a motorcade aptly called the "EDSA Rev" calling out to everyone to "Let freedom roar". Traveling across the city's main thoroughfares, the motorcade's final stop was the Harley-Davidson dealership along Epifanio de los Santos Avenue (EDSA).
Longtime Filipino Harley riders, who had to have their bikes imported due to the unavailability in the past, were treated to a preview of what awaited them at the official home of Harley-Davidson of Manila.
Then, on 2 March, the dealership officially opened with a chain-cutting ceremony attended by Harley-Davidson Asia Pacific's Vice President and Managing Director, Marc McAllister, and Director of Sales and Business Development, Frank Albrecht; Rick Riker, Chief, Security Cooperation Division of the Embassy's Joint US Military Assistance Group; and San Juan Mayor Guia Gomez and Vice Mayor Francis Zamora.
From there, a motorcade of 80 Harley riders led the way to the main event at the open grounds of Bonifacio Global City. Their arrival at McKinley Parkway marked the start of an event hosted by Basti Artadi and Kat Alano. It opened with the video filmed during the EDSA Rev motorcade, and was followed up by an AVP of the dealership showing the various bike models, parts, merchandise, and services that customers can look forward to.
The first customer of Harley-Davidson of Manila, director Mark Querubin, also received his 2013 Black Softail Slim as a highlight of the event.
Afterwards, Mr. Querubin was joined by Mr. McAllister, Mr. Albrecht, Mr. Ang, and Harley-Davidson of Manila's Greg Yu, Frankie Ang, Arthur Tan, Arthur Harrow, and Department of Tourism Secretary Mon Jimenez. Rather than a formal champagne toast, the gentlemen used torches to light a bonfire. A rock concert capped off the evening, featuring The Dawn, General Luna, and The Jerks.
After the dust had settled, it was widely agreed that Ace Saatchi & Saatchi had given Harley-Davidson of Manila the launch it deserved. Its brilliant conceptualization, meticulous planning, and flawless execution were made possible through the close collaboration of Ace Saatchi & Saatchi's Creatives, Accounts and Activation departments. Once again proving that nothing is impossible with one team, one dream.
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