SHANGHAI — Golin has been appointed by Harley-Davidson to maintain its corporate reputation in China, after a competitive pitch.

Golin has been tasked with implementing an earned media strategy throughout China for the iconic motorcycle brand, supporting its growth in the country via product launches, brand campaigns, dealer communications, brand partnerships, and consumer activations.

The agency is also responsible for helping Harley-Davidson appeal to biking enthusiasts and inspire a new generation of riders into the saddle, working with the marketing team to align with the brand's five-year plan to increase sales and brand desirability.

Harley-Davidson set up an office in Shanghai in 2005. The Golin China team will mainly focus on press test riding events and launches for the Pan America and Sportster S, as well as leading a series of collaborations to "reinforce the brand image, attract a more diversified audience and cultivate younger enthusiasts."

Golin China managing director Lydia Shen 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 personalization.”