Harley-Davidson Museum
Harnessing national figure’s popularity to reach broad audience for museum
In the summer of 2010, the Harley-Davidson Museum debuted its biggest temporary exhibit to date. True Evel: The Amazing Story of Evel Knievel told the story of the World’s Greatest Daredevil, and Buzz Monkeys was challenged with sharing the exciting news of this first-of-its-kind exhibit with media throughout the country to help drive traffic and position the Museum as a destination that appealed to everyone.
A four-month media relations effort resulted in hundreds of stories and nearly 50 million impressions, including coverage in USA Today, the New York Times, Boston Globe, Chicago Sun-Times, and the Associated Press. Evel’s son, Kelly Knievel, conducted dozens of interviews and was even featured on national morning show FOX & Friends and on Sirius Satellite Radio.
The Museum welcomed thousands of people to the exhibit during its two-month run, and the marketing team told Buzz Monkeys that we “hit it out of the park” on the project.