Triumph Motorcycles – Factory Visitor Experience Opening and Speedmaster Launch

When Triumph’s global Central Management Team (CMT) was ready to open its Factory Visitor Experience (FVE) – a stunning museum display of bikes charting the history of the iconic brand – Performance stepped in to help manage and run a glittering event for media and VIPs from across the globe.

The evening event to launch the FVE was combined with the unveiling of two new motorcycles – the Bobber Black and the Bonneville Speedmaster – and the call was to make the event as star-studded as possible to capture mass international media appeal.

As well as delivering a comprehensive media programme that spanned pre-event, on-site activity and post-event media outreach – and included media from six countries, national and regional TV/radio and a full sweep of vertical motorcycle media – Performance also carried out several important duties that elevated the event as required.

We secured access to the FVE’s most iconic bike – the Triumph on which Steve McQueen jumped the fence in the famous Great Escape scene – to be part of the live event.

In order to add the requisite star quality, we brokered a deal for Hollywood A-lister, Luke Evans, to not only attend the event but to ride one of the two new bikes on stage as part of the unveil mechanic, as well as being pictured astride the Steve McQueen bike. This opened the media appeal of the event to countless other media sectors, including film, celeb and entertainment titles and sections.

The event and associated media outreach programme generated 318 articles globally and an estimated audience reach of 17 million, as well as more than four million viewers and listeners to broadcast pieces.