Triumph to hire JWT to spearhead return of brand advertising

LONDON - J Walter Thompson is poised to take the advertising account for Triumph motorcycles as the British company seeks to celebrate its heritage and promote new models.

The company, which has just added another high-speed bike, the Triumph Speed Four, to its stable of performance models, wants to reassert itself in the motorcycle market and hark back to the quality of, and following for, its bikes.

JWT is thought to have won the account in a pitch against several undisclosed agencies, and is working on a campaign which will see the brand's first burst of advertising for many years.

The quintessentially British brand will celebrate its 100th year of production this year. It now makes more than 33,000 motorcycles a year from its Hinckley plant, which suffered a setback this year from a fire. Full production is expected to return by September 2002.

The appointment comes six months after BMW moved its motorbike account into McCann-Erickson Windsor in a bid to shake off the conservative image of the machines. A targeted press campaign will attempt to give the bikes a trendier image to help shed their perception as "bank managers' bikes".

JWT was unavailable for comment as Campaign went to press.

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