Last month saw American company Harley-Davidson start its 110th anniversary celebrations with the first in a series of pan-global events marking the occasion. The European one was a bit extra-special though, because among the 100,000 or so guests was none other than Pope Francis.
You’d be forgiven for thinking it was a lookalike or a clever bit of Photoshoppery, but no. The Pope really did ride on a platform through hordes of leather-clad, often bearded, bikers to bless them and thank them for their attendance at his Sunday Services.
That’s astonishing, whichever way you look at it. To Catholics it’s even more amazing than the Queen’s show-stealing appearance as part of the Olympic Games opening ceremony, and to be honest to everyone else it’s still remarkable.
This is the Harley-Davidson brand; one of the most iconic in the world. You know Harley even if you don’t ride bikes yourself. You know all the stereotypes: the tattoos, the noise, the gangs, the leather jackets… but now you know that the Pope approves.
Alright, so His Holiness pretty much approves of everyone – it’s in his job description – but the juxtaposition of white cotton and black leather is brilliant.
The four-day event, of which the Pope’s appearance was a memorable part, might have been a once-in-a-lifetime journey for some of the riders, who joined a throng from the port of Ostia under police escort through some of the most recognisable parts of Rome.
The 2,000-year-old Coliseum bore witness to hundreds of thumping, thundering V-twin engines on the route as the parade passed brand displays, cheering fans and bemused but fascinated locals.
As part of the celebrations Ostia hosted a huge Harley party, with music, entertainment, bike displays and guided test rides around the local area. On a beach-front stage, classic music from the likes of Mike and the Mechanics, Adam Ant and Bonnie Tyler set an atmosphere few will forget.
“Our promise to our customers is to offer them once-in-a-lifetime experiences few other brands can fulfil,” Mark-Hans Richer, chief marketing officer of Harley-Davidson Motor Company, said. “Having our customers treated to the [Pope’s] blessing more than fulfils that promise of epic adventures.”
It has generated a huge amount of good will towards the company, having opened a few eyes to another side of Harley ownership. That in itself has been a huge PR windfall.
The attention that the festival has attracted is huge. It was, if nothing else, a fantastic chance to share and promote what’s great about Harley, not to endorse the same, tired, old clichés about the riders.
Matthew Knott, PR and communications manager, Harley-Davidson EMEA, said: “The aim of our 110th anniversary celebrations in Rome was to thank and reward all of our loyal fans across Europe and the rest of the world to celebrate the adventure-loving, rebellious spirit of Harley-Davidson. It was fantastic to see thousands of fellow Harley-Davidson riders join us in Rome to celebrate this historic milestone.”
It’s not over yet, though. Harley is saving its home gig until last. Judging by the amazing scenes in Rome in June, expect the finale at the company’s birthplace and hometown of Milwaukee, during the last weekend in August, to be something truly epic. If you just happen to have friends out there, it might be a good time to visit.