Triumph Copywriting

Triumph Motorcycles

2017 brochures for every bike range

Project details

Working with McCann Erickson, I wrote all the 2017 brochures for this iconic English motorcycle company.

Each bike variant in this iconic range of motorcycles has its own individual personality, positioning and tone of voice. Working closely with the client I shaped the narrative for each bike, bringing to life their unique history and story. Crafted over the summer of 2017, each of the four brochures were loved by the client and the industry alike.

Visit Triumph
Client: Triumph | McCann Central
Services: Brochures for Triumph


Forget the map. It’s time to slip off the edge of the known world and see where the adventure takes you. Wherever that may be, the Tiger 800 XC family is up to any challenge, whether you choose the XCX entry model or the range-topping XCA.

Each bike has its own line-up of globe-trotting features such as a torque-laden 95PS 800cc triple engine for immense, yet controlled power, spoked wheels, switchable ABS, Triumph Traction Control (TTC) and adjustable WP suspension. Features that breed confidence in even the most unforgiving terrains.

Up to three Riding Modes incorporate different settings for the ABS, traction control and throttle map for maximum control and rider excitement. And to accompany you out there are a few creature comforts such as: heated rider and passenger seats, heated grips and a 650W alternator with three sockets. Just the things to help you explore the hidden wonders of the world.

Venture into the unknown.



That hunkered down aggressive stance. That iconic street fighter attitude. This is a bike that doesn’t just tame the wild city streets – it dominates them.

Twist the throttle and an instantaneous wave of torque delivers an unrelenting surge of acceleration and that signature ‘ hair-raising’ Speed Triple sound. A spine-tingling experience driven by our acclaimed 1050cc triple engine, tuned to deliver a fist full of real-world thrills and top-end performance. An experience underpinned by the latest rider-focused technology and a chassis that delivers exceptional agility, stability and engagement.