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‘Pedalling’ our services

How wonderful it was to see Yorkshire being so beautifully photographed and represented by its people during the Tour de France.

11 July 2014

It has been impossible to avoid the coverage of the annual bike race on the television, in the newspapers and across social media while it made its way over tumbling hills, through some of our most historic towns and cities and into our capital.

As friends tagged themselves on Facebook and risked life and limb to capture a 'selfie' with the 198 international contenders, the enthusiasm of the millions of spectators was obvious.

Also impossible to avoid was the often novel and occasionally distracting advertising methods deployed by local businesses along the route. Small companies in particular hijacked the opportunity to promote themselves to a worldwide audience, estimated to be about 3.5 billion.

And there was the 180-vehicle, 12km-long caravan of sponsors including Yorkshire Thé...

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