London plays part in Tour de France cavalcade

Created in 1930, the procession of advertising vehicles creates a surreal carnival-style atmosphere at the side of the road and is part of the fun for the millions of spectators who spend hours waiting for the Tour de France race to pass them.
The latest tool for promoting London will be revealed by Visit London in Strasbourg on Saturday 1 July; a decorated float that will pass by 15 million people in four countries throughout Europe. The London vehicle will feature replica pods from the British Airways London Eye and images of other recognisable landmarks from the London skyline including Big Ben, Battersea Power Station, ‘the Gherkin’ and the Tower of London. Leading ahead of the main float will be two branded black cabs.
This year the Visit London float will be one of over 200 vehicles to come out to meet the public. Over 14 million gifts are expected to be distributed to the waiting spectators over three weeks of the race as it travels through Luxembourg, Holland and Belgium, as well as many villages, towns and cities in France.
Visit London branded silicon bracelets will be distributed to the spectators from the London vehicle and an advert has also been taken in the caravan’ newspaper ‘L’Eaufficiel de la Caravane’, where a text-to-win competition will offer readers the chance to win a trip to next year’ Grand Depart in London.
Visit London’ Marketing Director, Martine Ainsworth-Wells, said:

“The publicity caravan is a fantastic opportunity for London to get involved in the spirit of the Tour de France and for us to promote the city to a key audience. France is the top European market and second biggest overseas market for London, with over 1.3 million French visitors to the UK capital in 2005.”
Following a successful bid by Transport for London, the Grand Depart 2007 is set to take place in London over 3 days from 6-8 July. The Opening Ceremony, Prologue and start of Stage 1 of the historic race will all take place in the UK capital, with spectators to the events expected to spend in excess of £50m in the city.

www.tourdefrancelondon.com/en/get_active/get_involved/