Exposure, which has just picked up the media relations account following a pitch, intendes to target a wide array of titles, in recognition of the growth in leisure riders.
Exposure group director David Stringer said the Thruxton 900 and Rocket III models, arriving in March and May respectively, would ‘appeal to both style leaders and petrol-heads’, and could see no reason to limit the media relations campaign to specific groups.
Although Stringer said he will continue to represent the brand in the core biking press, he could see the Rocket making an appearance in design titles such as Blueprint and Wallpaper.
‘It’s not just about guys these days – there’s no reason why we can’t appear in women’s magazines,’ he said. Bike use is growing among all sections of society, he added.
Triumph will host a public open day on 16 May at its Midlands factory, which was recently extended and relocated after a fire in March 2002. Open days and test rides will also be arranged for journalists.
‘We want people to be able to experience the bikes,’ Stringer said.
Triumph will also use product placement with several bikes, including the Daytona 955i and Triumph TT600, set to appear in the forthcoming movie Torque, from the maker of XXX and The Fast and the Furious.
PR will focus on the new model launches plus Triumph’s clothing and accessory range. The campaign is to be backed by Triumph’s largest ever marketing investment in 2004.
‘The Rocket III is an absolute design classic and a monster of a bike,’ said Stringer.
‘It will certainly give the American Harleys and the Japanese low-riders a run for their money.’