The world’s first amphibious ice cream van set sail down the River Thames yesterday ahead of a UK tour.

The vessel reaches a top speed of five knots and chimes Rod Stewart’s classic ‘We Are Sailing’ as it ploughs through the waves.

The  ‘HMS Flake 99’ was specially commissioned by Fredericks, makers of Cadbury’s ice cream to mark National Ice Cream Week (30th May – 5th June).

The vehicle brought a smile to commuters’ faces as it passed Battersea Power Station, Westminster Bridge and the London Eye.

After a nationwide tour of Britain’s beaches, there are plans to take the vehicle across the English Channel and on to the canals of Venice next year.

Early morning strollers and boating enthusiasts enjoyed scoops by the surf in Blackpool on Monday when the customised craft completed a successful, secret maiden voyage.

The vehicle will now commence a tour of UK beaches – visiting thousands of sun seekers on Britain’s beaches as the staycation boom continues.

A growing number of councils ban vans from housing estates, parks and outside schools because of concerns about noise pollution. Others have created ice cream selling ­“exclusion zones” in town ­centres, hiked the cost of a van operator’s licence and limited how long vans can sound their chimes.

She’s captained by ice cream mad David Mounfield, a stand-up comedian from Brighton, who was chosen after winning an online competition.

Jenny Bostock, Consumer Marketing Manager for Fredericks in Skelmersdale, Lancashire comments: ” If you can’t make it to your local beach to see our van, you can always pick up a pack of four from your local supermarket. We are now considering taking the remarkable vehicle across the Channel and onto the canals of Venice to champion Britain’s beaches and give our continental cousins the ultimate taste of the British summertime.”

For more information, visit www.cadburyicecreamland.com

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Press Information and Pictures from Taylor Herring PR +(44) 208 206 5151

New Zealand TV channel Prime promotes the upcoming season premiere of Mad Men with a series of well-placed, outdoor decals fixed to skyscrapers. An experiential homage to the programme’s iconic title sequence.

Agency: Draftfcb, New Zealand

The ultra-light banners were attached to the flies with natural wax and after a short time the banner dropped off by itself. A spokesperson for the agency said that no fly was harmed.

A brilliant a piece of buzz marketing.

Following a successful tour of other UK cities, the Eden channel has donated the sculpture to the Royal Zoological Society of Scotland who are the owners of Mercedes, the only polar bear in the UK.

Melting ice caps threaten the existence of polar bears as their habitat disappears. There will also be serious consequences for the two billion people who depend on glacial meltwater to feed rivers.

A total of 15 artists spent two months constructing the 20ft by 20ft square structure, which travelled up the Thames, stopping beside Tower Bridge and the Houses of Parliament. The bear was also promoting the launch of a new digital TV channel devoted to natural history.

Adrian Wills, head of the Eden channel (Sky 532 and Virgin Media 208), hoped it would address issues like climate change in an informative and entertaining way: “The Earth is a fragile place and we were keen to launch with a message that would draw attention to the uncertain state of our finely balanced environment.”

The PR campaign has won prizes at 4 major awards ceremonies in the last month including the PR Week Awards, Brand Experience Awards, the PRO awards and the Event Awards.