The campaign will run across radio, online and in-store as well as television, marking the Bauer Media title's first TV promotion since the sponsorship of MotoGP in 2000.

_MCN _said it was looking to target the 2.3m bike sport fans in the UK who are not classified as owners or riders.

The new TV ad, created by Trett Films, taps into the audience's passion for racing with footage from the Bennetts British Superbikes Championship and the Isle of Man TT. The voiceover is provided by 23-time TT winner John McGuinness MBE, who is also a _MCN _weekly columnist.

The ad has been booked on Sky Adsmart and will run until August 31, 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 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 at 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.”