The launch early this month of the new 675cc Triumph Street Triple R, will see more than 50 motorcycle and national journalists from as far afield as Japan, the USA and Europe visiting the Island.

The launch is part of a drive by the Department of Tourism and Leisure to promote the Island, which was chosen for the launch ahead of rival European locations.

Triumph spokesman Paul Taylor said: 'We chose the Isle of Man because of its iconic status within the industry and the tourist board's enthusiasm for the project.'

Tourism and Leisure Minister Martyn Quayle added: 'I'm really pleased Triumph has chosen the Isle of Man for their launch and it is a strong endorsement of the work the department has put in to grow the appeal and commercial value of the TT.

'The favourable media comments also reflect the hard work everyone in the TT organisation has put in to improve the event.'

The launch is part of a promotional drive by the DTL to introduce the TT to a wider audience. The value to Triumph in terms of media exposure is expected to be in the region of £1m which in turn will generate publicity for the Island.

The new bikes will be road tested at the Jurby race track and on the TT circuit guided by current TT rider Conor Cummins, TT winner and TT rider liaison officer Richard Milky Quayle and TT rider Johnny Barton.

The launch, which will not involve any road closures, is next week from Tuesday September 9 to Thursday September 11.

Interest before and after the centenary event last year saw lifestyle magazines such as US Esquire, GQ Germany and UK's Maxim, T3, Stuff and Front invited to visit the TT this year.

Reports of their experience were carried in August's editions.

Pillion rides given to the media by Milky Quayle on a closed section of the Mountain Road before TT 2007 were described by Maxim magazine as 'totally totally awesome'.

The Times chief sports photographer Marc Aspland said: 'Few sports can make the hairs stand up on the back of your neck in such a way as watching these skilful and extraordinarily brave riders fly past.'

The Triumph name has been associated with the Isle of Man since it took part in the first TT races in 1907.

In the 2003 Junior race, Triumph took its first win for almost 30 years when Kiwi Bruce Anstey finished 11 seconds ahead of Ian Lougher's Honda CBR600, scoring the first Junior victory to be recorded at over 120mph.