Established in 1983, Triumph Motorcycles is the largest British motorcycle manufacturer. It continues to climb up the rankings, with online statistics Statista showing that in March 2017, 1,539 Triumph motorcycles were registered in the UK in comparison to 2016’s 1,340 motorcycles.

On a recent global press tour that took place from November 2017 to February 2018, powered by creative communications agency drp, Triumph Motorcycles introduced five new motorbikes to the market.

Prior to the launches, Triumph held a factory visitor centre launch at its headquarters in Hinckley, Leicester, where drp built a real-life experience within Triumph’s factory to engage the audience and openly display the new motorbikes. The factory visitor centre launch, taking inspiration from the original bike presently on display at the Triumph museum, included a viewing of the 1963 film, ‘The Great Escape’. This event was a small taste of the global press tour, which focused on Triumph’s legacy and the ways the brand will continue to enrich it.

Nick Ruffles, account director for Triumph Motorcycles also commented, says, “I am ecstatic with the success of the press tour launch. We wanted to create an out of the ordinary experience of which we have gladly achieved. The team worked very hard to make this event for Triumph come to light and we look forward to working on future events.”

The new models were the Speed Triple, Tiger 800, Tiger 1200, Bonneville Speedmaster and the Bonneville Bobber Black and were revealed in Almeria, Marbella, San Diego and Marrakesh. drp played a key role in the company’s global press tour, choosing the locations, providing international and ground logistics, housing, food and beverages, AV support and being the creative designer for every event.

Gareth Bright, marketing events manager at Triumph, says, “The press launch was truly phenomenal. We are so proud that our collaborative vision came to life – down to every last detail. We have received nothing, but positive reviews and we anticipate further collaborations with drp.”

The tour was held in order for the press to view each bike and write a piece reviewing them for their publication. The tour also tried to convey the true experience of riding one of Triumph’s bikes. Each model was introduced to the press in a different location, and each group of journalist had the opportunity to go on a personal bike ride, experiencing first-hand the new models.

For more from Communicate magazine, follow us on Twitter @Communicatemag