What's better than a superhero? A bike-riding superhero!
Avengers 3: The Bike SquadHere's a great marketing campaign to promote cycling by Italy's VeloLove and the art students at the Nuova Accademia di Belle Arti Milano. We might think that bikes don't need PR, but actually, maybe they do. It marketing didn't work, the world wouldn't be spending hundreds of billions of dollars on it each year (though as the old saying go, half of all marketing spending is wasted, you just never can know which half).
Those who already bike don't need to be convinced, but those who are sitting on the fence or aren't even thinking about bikes need to be brought on board somehow. Anything that can make biking seem more cool or mainstream is worth trying.
The best publicity is probably just to have lots of happy-looking cyclists on the roads everywhere!