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@Fox
I was just thinking about this with my work hat on. From a media point of view I don't think it would work as well on a Saturday, because it would be old news by Monday. So you'd get Sunday media, at best. Sunday media can be influential, but generally best for exclusives and this wouldn't work like that. If it was done on a Sunday it would be 'Sunday for Monday' so there'd be more chance of getting it into Metro, Evening Standard, London Lite, etc.
There could be an embargoed release for 00.01 Sunday then there'd also be some chance of Sunday broadcast media covering it. Sunday's are quieter days so if we did something visually impressive might be able to get some news cameras along, or at least photographers for the Mondays.
I've worked in PR/marketing for six years - currently in a comms position at a Government watchdog. I'd be happy to do some pro-bono work on this to try and get some media interest. Might even be able to persuade my boss (Chief Exec) to let me have some time at work/access to work resources if I make up the hours as he's a cyclist too...