When Honda relaunched its iconic Gold Wing motorcycle this week with its first major redesign in 17 years, it also tackled a fundamental ma...
When Honda relaunched its iconic Gold Wing motorcycle this week with its first major redesign in 17 years, it also tackled a fundamental marketing problem: How to shed the Gold Wing’s image as a “couch on wheels” and reach a new generation of riders.
In the global launch campaign by agency of record Dailey, Honda goes beyond features and tries to capture the emotions that come when we ride. “What Lies Beyond” is a departure from the typically product-first mindset of Honda motorcycle ads, instead leaning into the touring lifestyle’s spirit of adventure.
“The big challenge for us was to create a bike and a campaign that appealed to our existing customer base while also attracting a customer new to touring,” said Lee Edmunds, Manager of Honda Powersports Marketing. “We think Dailey really hit the mark with the ‘Beyond’ campaign with videos that will appeal to both customer bases and a sense of exploration that will appeal to all.”
The Gold Wing has always had a loyal audience—but the new Gold Wing is definitely not your grandfather’s touring bike, with technological advances like Apple CarPlay, an industry first. In another first, the new Gold Wing boasts an available 7-speed automatic Dual Clutch transmission with handlebar-mounted paddle shifters. It’s lighter by nearly 90 pounds, with more power.
The Goldwing Microsite hosts five videos including:
- A teaser video, “What Lies Beyond,” an ode to the touring lifestyle that celebrates the appeal of the open road and highlights the types of unexpected places and people we come across.
- “Beyond the Standard,” a video and interactive timeline. It celebrates the Gold Wing’s legacy and evolution from 1975 to modern day, bringing the iconic bike’s history to life.
- In “Beyond the Screen,” weary of connecting with friends only on Facebook, a couple decides to break free from their phone screens and reconnect with far-flung friends in person, using the high-performing, comfortable Gold Wing to find the kinds of experiences you can only get in real life.
- “Beyond the Gold Wing,” a product-centered piece, bridges the history and the modern day, and highlights the latest performance and technology innovations through the new model.
In addition, eight riding routes curated by REVER, a motorcycle trip planning app, are available for download and synced with the bike's onboard nav.
American Honda Motor Co., Inc.
Senior Manager, Marketing - Michael Snyder
Manager, Advertising & Press - Lee Edmunds
Manager, Experiential Marketing - Keith Dowdle
Assistant Manager, Advertising - Sean McFillin
Assistant Manager, Experiential Marketing - Peter Runsten
Advertising Specialist - Ben Hoang
ECD - Marcus Wesson
CD/Writer - Michael Miller
CD/Art Director - Mark Rouse
CD/Digital - Manaf Al-Naqeeb
ACD/Writer - Mark Lindemann
ACD/Art Director - Jin Kim
Account Director - Steve Mitchell
Account Director / Digital - Trisha Ferreira
Account Supervisor - Denise Pelton
Executive Producer - Autumn Childress
Director of Digital Production - Don Lupo
Executive Digital Producer - Christine Rhee
Digital Producer - Laura Lee
Project Manager - Jessica Uribe
Studio Artist - Steven Mitchell
Director of Technology - Mitchell Malpartida
Director of Business Affairs - Judi Chandler
Production Company - Derby Content
Director - Roberto Serrini
Production Company Producer(s) - Mary Crosse & Eli Ash
Canada Production Company - Pink Buffalo
Canada Production Company Producer(s) - Shawn Angelski & Martin Fisher
Production Design - Scott Moulton
Director Photography - Chris Wiseman
Photography - Blake Jorgenson & Bruce Benedict
Editorial Company - Derby Content
Editorial company producer(s) - Olivia Johansson; Linzy Anderson; Mary Crosse
Editor(s) - Roberto Serrini
Music Company - Noiselab
Music Producer - Pinky Turzo
Postproduction Company - The Mill-NYC
Engineering - Sound Lounge NYC
Audio - Sound Lounge NYC
CG - Thomas J Wilson