With MCN’s last TV promotion being the sponsorship of MotoGP in 2000, this marks its first TV campaign in over 20 years.
The campaign comes as MCN recently identified that there are 3.5m people in the UK that are interested in bike sport and 1.2m of these are owners/riders. According to the publishers, MCN has strong relationships with current bike owners – through this campaign it is aiming to reach the remaining 2.3m fans.
The new TV ad, created by Trett Films, directly targets motorcycle fans’ passion for racing with thrilling footage from the Bennetts British Superbikes Championship and the Isle of Man TT. Fans will recognise the voice of 23-time TT winner John McGuinness MBE – who is also a MCN weekly columnist – narrating the spot.
The ad has been booked on Sky Adsmart and will run from 1 July to 31 August, targeting audiences that have previously watched motorcycle racing-related tv shows in the last 12 months.
In addition to TV, radio ads will run across both national and local stations, including Absolute Radio, Jazz FM, Magic Radio, Planet Rock, Scala Radio and local stations across the Hits Radio Brand Network. The campaign will also run online and include in-store and point-of-sale promotions at newsstands.
Sarah Norman, Senior Marketing Manager – Automotive, Bauer Media said: “MCN is one of our most popular automotive publications, reaching 593,000? readers across print and online. With restrictions loosening and more people getting back on their bikes, we wanted to launch a new campaign and target new readers by highlighting the breadth of quality content in the newspaper each week. We’re excited for our MCN ads to launch on radio, online and in-store soon, and see spots on our TV screens for the first time in two decades!”
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