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Daniel Rooms
Daniel Rooms
When the Tour de France, the world's most famous cycle race, visited the UK the Docklands Light Railway (DLR) made sure they got involved. A good stretch of the London section of the race route ran parallel to the DLR (which is mainly built on viaducts) so a 'Le Tour' train wrap was commissioned to make the moment really special. The green and yellow colours of the leading riders jerseys were used and slogans of encouragement (for the top British riders) were emblazoned along the sides. The impact was huge, with the train running alongside the leading pack of riders, horns blaring! The train generated lots of positive interest on Twitter and other social media, was also featured in local press and on TV coverage of the race.
The train running with the pack
Initial visual