Every year Victory Motorcycle produces a brochure that acts as a huge communication piece for not only the brand, but for dealers worldwide. To make the brochure work harder and grow into a bigger expression for the brand, we partnered with Playboy to tell a bigger story.
Three playmates, all with ties to the motorcycling world, were selected to grace the pages of the brochure. To engage with the core audience prior to the release, a larger social campaign was created allowing the audience to vote on which playmate would make the cover and receive a centerfold. It was a partnership that really gave meaning to "babes and bikes."