Motorcycle Industry Appeals to Riders to 'Take it Easy' During Daytona Bike Week

    ORLANDO, Fla., March 8 A grassroots safety awareness
campaign was rolled out this week at the world's largest motorcycle event in
Daytona Beach, Fla.
    According to Tim Buche, President of the Motorcycle Safety Foundation, the
comprehensive campaign will be called "Take It Easy" and is aimed at both
motorists and riders.
    "We are united as an industry and Daytona business and civic leaders are
joining us to increase safety awareness for everyone who uses the roadways
during Bike Week 2001," said Buche.
    The "Take It Easy" theme was chosen because it is a commonly-used phrase
that applies to all aspects of safe riding and driving, including observing
all traffic laws, riding or driving unimpaired and respecting all roadway
users.
    A variety of events and communication methods will be used to spread the
safety message.  A display at the Daytona Welcome Center will greet riders,
and the "Take It Easy" ad campaign will be included in major event guides and
programs.  Billboards, buses and street banners will feature the "Take It
Easy" theme.  Area businesses will display and hand out posters throughout the
weekend and employees will wear "Take It Easy" t-shirts as a reminder to their
customers and will also take part in "secret shopper" promotions.  Celebrities
who are avid motorcyclists, including NASCAR's Rusty Wallace, actors Dan
Aykroyd and Francesco Quinn and musician Patrick Simmons, will fill the
airwaves with public service announcements that will run on radio stations in
the Daytona area.
    March 9th has been designated "Take It Easy Friday."  All participating
motorcycle manufacturers (OEM's) will have their on-site staff wear "Take It
Easy" t-shirts and hand out pins and posters in a "first ever" show of
industry unity in support of these messages.
    Roger Hagie, Director of Public Affairs for Kawasaki Motors Corp., USA and
Chairman of the Motorcycle Safety Foundation, said, "Our goal is to encourage
safety awareness on the streets, on the highways, and in the minds of every
person on the road in this part of Florida."
    Clyde Fessler, Harley-Davidson Vice President of Business Development,
pointed out that the "Take It Easy" campaign has received strong industry
support.  "The great thing about this program is that all of the major
motorcycle manufacturers at Bike Week and many Daytona area businesses are
participating in some way.  That means the 'Take It Easy' message will be just
about everywhere," said Fessler.
    Numerous Daytona area businesses are supporting the "Take It Easy"
campaign, along with the Motorcycle Safety Foundation, and the funding member
companies of MSF (BMW, Ducati, Harley-Davidson, Honda, Kawasaki,
Piaggio/Vespa, Suzuki, Victory and Yamaha), along with sponsorship from Buell
and the American Motorcyclist Association.
    Bike Week runs through March 11 in Daytona Beach, Fla.