Discover Today’s Motorcycling Marks 20 Years of Moto Promotion IRVINE, Calif., Dec. 7, 2007 – Discover Today’s Motorcycling is marking two decades of work boosting the image of two-wheeling, promoting riding and sharing the facts about cycling with mainstream America. Throughout its 20-year history, DTM has developed solid relationships with hundreds of mainstream journalists, and generated thousands of positive stories in newspapers and magazines, on television news programs and, most lately, on the Internet, thereby exposing millions of readers and viewers to the fun offered by motorcycling, as well as practical transportation. Each year, DTM fields thousands of incoming phone calls and e-mails from media nationwide, including many of the biggest newspapers and magazines in the world. DTM is the key resource on motorcycling for mainstream media in this country. It aims at the largest audiences possible, and new, emerging markets in particular, such as women, youth and minorities. DTM also has directly reached out to consumers, putting motorcycles in mainstream venues where you would not expect to see them. Examples include DTM’s participation in notable motorcycle shows, such as the landmark “Art of the Motorcycle” exhibit at the Guggenheim Museum in New York City, plus several of its traveling “field” versions, and now the “Legend of the Motorcycle” concours d’elegance at the Ritz-Carlton Hotel in Half Moon Bay, Calif. And DTM sponsored and produced the two Rockefeller Center Motorcycle Shows of 2002 and 2004, putting hundreds of bikes in front of tens of thousands of visitors to one of the busiest locations in Manhattan, which also is surrounded by many major national media outlets. The DTM program promotes motorcycling the right way, with its instructive “Journey to Adventure” 10-step guide, aimed at new riders, available in hard copy and downloadable from DTM’s Web site. DTM encourages rider training, safety gear, sober cycling and starting out on smaller bikes before working up to big ones. CHANGING WITH THE WORLD DTM has changed tactics with the times, utilizing new media outlets to reach emerging audiences. The Internet, podcasting, video-sharing (such as on YouTube and other sites) and the music scene are all part of the program’s current efforts. And DTM always has tapped key influencers in American society, from corporate leaders to celebrity motorcyclists, to help spread the motorcycle message. “Today, celebrities dominate mainstream news coverage and it’s vital for us to ensure that the passion that many of them share for riding is part of the reporting,” said DTM Chairman Gary Christopher. “Celebrities these days have such huge followings that they can be considered media outlets themselves. And we know that actors and musicians are powerful trend-setters, helping to shape what’s cool and fashionable.” DTM has provided motorcycle training to dozens of celebrities, put them on bikes and hosted them as part of its media events at venues from Daytona International Speedway to the MotoGP race at Laguna Seca Raceway. In turn, these stars have talked about their love of motorcycling in interviews on TV and in print, and they’ve turned other key contacts around them onto riding. DTM also has placed motorcycles on several TV shows and even in an upcoming motion picture. And DTM has ramped up its efforts in the fashion world, providing bikes for photo shoots in high-end New York publications, putting motorcycles on display at several major Macy’s events and even inside the famed windows of Saks Fifth Avenue in Midtown Manhattan. THE ORIGINS OF DTM DTM was conceived by leaders within the aftermarket industry and established by the U.S. distributors of Honda, Kawasaki, Suzuki and Yamaha, back in 1987. This was a difficult time for the motorcycle business, with new-unit sales dramatically declining to just over 200,000 and with motorcycling suffering from a terrible public image. Surveys of news coverage at the time found that the vast majority of stories about motorcycling were negative. There was little mainstream coverage about the positive aspects of riding, and how to go about it in a safe manner. “If you’ve only been in the motorcycle industry for a dozen years or so, you may well not remember the bad old days with sales in the tank and not much good being said or written about riding,” Christopher said. “Discover Today’s Motorcycling grew out of those dark times. “It’s been a pleasure to see sales rebound and climb over the one-million mark the past four years, and witness how motorcycling has become much more of an accepted part of American culture, part of our nation’s fabric. DTM has played a role in that success, and we have to thank our funders from Honda, Kawasaki, Suzuki and Yamaha, and the DTM subcommittee members who have guided the effort for two decades now.” Over the years, Christopher said, the vision of DTM has changed to reflect changing realities. In the mid-1990s, with sales on the rise, the program looked to further expand the market and reach new potential customers. “Today, DTM is looking ahead and working on helping to create tomorrow’s riders,” he said. “Baby boomers won’t be riding forever, and we want to help secure the future of motorcycling. As we’ve said for some time, motorcycling offers a measure of high-peace in a high-pace world. And with fuel prices, environmental concerns and ongoing traffic and transportation issues, motorcycling is more relevant than ever.” Discover Today’s Motorcycling®, the communications service bureau of the Motorcycle Industry Council, is a source of information about motorcycling to the media and the general public. DTM is funded by the American-based operations of Honda, Kawasaki, Suzuki, and Yamaha and supported by 310 MIC member companies. Located in Irvine, Calif., the MIC is a not-for-profit national trade association representing manufacturers and distributors of motorcycles, all-terrain vehicles, scooters, motorcycle parts and accessories, and members of allied trades. To learn more about motorcycling and how to get started the right way, visit www.motorcycles.org ~http://www.motorcycles.org/~ .