Raising brand awareness in an eye-catching way

Two of IAG Cargo’s Area Customer Service Managers on completing one of the biggest bike rides in the world, and the kit that got them over the line

On 10 March, Barry Webster, Area Customer Service Manager – West & North Africa and Levant Area, and Vic Da Costa, Area Customer Service Manager – Southern Africa, took on one of the biggest timed road cycling race in the world, the Cape Town Cycle Tour. We caught up with the pair after they’d completed the 109km ride to find out how they got on…

How was the ride?

Barry: This one was probably one of the hardest ones I’ve ever done.

Vic: The ride had the strongest winds that I’ve cycled in before – to give you some context, professionals added about 15 minutes to their time compared to last year, when it was unbelievable weather. For 85-90% of the course we were catching the wind from all directions. It was a tougher race this time round.

How many times have you done it?

Barry: This is my fourth time. Vic has completed it seven times, and we’ve ridden together two or three times. He’s a lot fitter than me though, so he goes like lightening! Generally we celebrate the weekend together. It’s one of the biggest rides in the world and it’s a wonderful event.

How was the atmosphere?

Vic: The atmosphere was amazing. I’ve been cycling since around 2008, and I’ve recently started taking it a little bit more seriously. When I did my first on this route, I said I’d never miss another one. Even before the start – two to three days ahead – you see people all over the place, cycling around. Everybody is hyped up and talking about the ride. It’s a good vibe, and you see a lot of people bringing their families along – I take my family now.

Barry: There’s lots of camaraderie, lots of fun and lots of charitable organisations as well.

Tell us a bit about your IAG Cargo kit

Barry: When the new branding came out, I thought it was a great way to get the brand exposure in a different way – what better way to get it in front of hundreds and thousands of people than at a sporting event.

Vic: When I first wore my IAG Cargo kit on my club rides, everybody was asking about it – it’s very striking and you notice it. A lot of people don’t know everything we do here at IAG Cargo, and even your good friends ask ‘so what do IAG Cargo do?’, so you get to explain. We were asked on the way round on the ride and that makes you feel chuffed. When you explain, people start seeing what it’s all about.

Do you have any more pedalling plans in the pipeline?

Barry: We want to use the kit a lot more. We also want to start planning a charitable ride that will have an impact on our community. There’s a lot more to do, but now that we’ve done some exposure around the kit, it’s now about having it and doing things with other people.