Free distribution for 200 000 'Rough Guides to Cycling in London'

Trek and Transport for London have stumped up the cash to enable one of the UK's most respected guidebook brands to launch a mass-distribution 'how to' book on getting about by bike in the capital.
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"In September last year, we were approached by Rough Guides about the possibility of sponsoring a book called The Rough Guide to Cycling London. With the congestion charges this year we were keen to get involved in this exciting new project right from the start," said Trek marketing manager, Brian Buckle.

The Rough Guide concept was created by Mark Ellingham in the 1980s and it rapidly became an authorative and top-selling guidebook series. Early guidebooks - such as the Richard Trillo one on Kenya - were researched from the cycle saddle, and the Rough Guide books have always included mentions of cycling.

However, the 'Rough Guide to Cycling in London', is the brand's most positive contribution to cycling to date, especially considering all 200 000 copies will be distributed free-of-charge.

The book is aiming to capitalise on the capital's new love affair with the £5 congestion charge, and is co-authored by Guy Andrews, former editor of Cycling Today, now with his own PR business; and Phil Cavell and Julian Wall of London IBD Bikepark.

Ken Livingstone, mayor of London, provided a foreword. Jason Patient provided all the pix.

Trek is planning to its dealers a number of book-related promotions, details of which will be revealed when the book is released at an ambitious launch on April 3rd.

"It’s a great opportunity to reach new customers and backed up with promotions inside the book we are confident that we can bring our dealers new business and promote our IBD network," said Buckle.

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