The bike manufacturer will try to convey the excellence of its machine quality by comparing its bikes with other great feats of UK engineering, such as Brighton Pier, the Forth Rail Bridge, the Thames Barrier and the London Eye.
The tagline, 'A Feeling of Triumph', also aims to imply the company's pride in its engineering excellence, as well as the rider experience.
The £5m poster and press campaign by J Walter Thompson will run in the men's style press as well as automotive titles from next month.
The identity portrayed in the ads is Triumph's attempt at modernisation, a bid to move on from its historic image as the bike ridden by such stars as Steve McQueen and Marlon Brando in films. It is the first time the company has devised a coherent brand message to be applied across its marketing.
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