It's a funny thing - like Gaz I know people at TfL, having served on two committees with them, but when Debby suggested going to their advertising people I thought 'that'd never work, what can they do for us?'
Then Debby simply told me to dream up the event based around the FNRttC. I'd never thought about it in that way before, and it just clicked. I wrote that schtick out in about five minutes. It's a long shot, but then I never dreamt that NCP would come across with a car park.
It's called contra-marketing. The bikes are really neither here nor there, other than as photo-fodder. It's about Barclays and TfL getting involved and bringing the ride to the attention of a different audience, and attracting a different type of rider. I'm certainly not going to ride one of those things to Brighton, but I can imagine young fit things, the triathlon types, seeing the TfL and Barclays involvement and thinking 'this is pukka'.