Media Release With A Catch

This entry is part 14 of 22 in the series Adventure Rider Issue #10

A media release of a new bike calls for a small group of professionals gathering under the watchful eye of the bike’s importers to ensure controlled conditions suited to the bike’s design brief. But then there’s the release of the Triumph Tiger 800XCx. Names have not been changed to protect the guilty.

There’s always an air of festivity about a bike media release.

Generally everyone – the media representatives and the importers – know each other fairly well, and everyone gets along. There’s an implied code of behaviour for the journos, so they’ll present and behave well. The same goes for the bike’s importers. They want the bike to look its best, and they know if they put the media in plush accommodation, feed them big and wash the bikes for them at the end, the bike will probably get a good review.

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