The document summarizes a student project for Triumph Motorcycles. It outlines the strategic plan to raise awareness of the Triumph brand in the US market by targeting male, college-educated motorcyclists ages 35-55. The plan includes subway panel ads showing the past, present and future of Triumph; an interactive micro-site game that lets users experience riding a Triumph virtually; and a display at an auto show to showcase Triumph's motorcycles and futuristic technology. The overall message is that Triumph motorcycles are timeless yet modern engineering, connecting the brand's history with customers' goals.

1. Creatives: Candice Park and Jenny Lee
Strategic Planner: Enmibeth de la Cruz
Triumph Motorcycles
The following is a student project from Fashion Institute of Technology.The big idea is credited to the students who
executed their original concepts. If you steal their executed idea, and produce it for your own profit, then you are a jerk.

2. Triumph has a low awareness in the United States
market.
Problem

3. Raise awareness of Triumph, as the premium quality in
motorcycle design and engineering.
Objective

4. • Male
• Ages 35 to 55
• College educated
Target
• Suburban to Metropolitan
• Middle class to Upper class
• Motorcycle and tech savvy

5. Motorcycle enthusiasts believe that the motorcycle is an
art form. It is like a bottle of fine wine.They want to
know where it is coming from, and where it is going.
Insight

6. Triumph motorcycles are timeless.
Message

7. Tone
• Nostalgic
• Sophisticated
• Futuristic

8. The Triumph brand was created in 1902 and motorcycle
sales have continuously been increasing across the
world.Triumph motorcycles have proven to always be in
style with their retro design and modern engineering.
Support

9. We are using a series of three panels to show the past,
present, and future with Triumph motorcycles.The three
panels are connected with tire tracks that extend outside
the panel.
Subway Panels

14. The Triumph micro-site will be an interactive social
game that will allow the user to experience a ride on a
Triumph motorcycle.They can challenge their friends
and set their destination to any location in the world.
Micro-site Game

22. Triumph will have a display in the annual auto show.
Triumph has the money to spend on a high quality
exhibition design that will showcase motorcycles along
with a futuristic and interactive display.
Auto Show Display

25. The concept is to use the “rule of three” to show the
past, present, and future.We are building a connection
with the past and present, while leaving the future in the
customer’s hands.
Past, Present, Future

26. The Triumph customer is a goal-orientated person who is
focused on their success.The ride towards their goals
will be a breeze with a Triumph motorcycle.
Ride Through Time

27. Triumph Motorcycles