London's Bicentennial (Snippet 44)

A Transatlantic Flight From London to London in 1927
  In my last snippet, to mark London's 200th birthday, I wrote about a London brewer who was kidnapped in 1934. In this one a London brewery (Carling) offered in 1927, $25,000 to any aviator who successfully crossed the Atlantic. There are many accounts in the news about these London stories and samples about this one are found below.
  Also provided are some sources for those who would like to read more about this aviation adventure, which was not a successful one. The Sir John Carling was able to make it to Newfoundland after a couple of delays, but the plane did not go much farther and was never found, nor were the pilot and aviator.
   

 "Flying From the Heart of the Empire to the Soul of the Empire" - 1927

From the Evening Star (Washington) Aug. 11, 1927.

Sources:
  The picture of the postcard is found at Miller & Miller Auctions where a good account is provided by Tess Malloy: "Brewing With Ambition: The Ill-fated Carling's Brewery London-to-London Challenge: A Daring Transatlantic Journey Ends in Tragedy and Mystery," Oct. 9, 2023.
  The "Empire quotation" is in this article by Larry Cornies: "A Plane Was Lost, and So Was a Story of London's Aviation History," London Free Press, May 21, 2022. Here is a portion:

  "Mere months after Charles Lindbergh's gruelling 33½-hour flight from New York to Paris in May 1927, London entrepreneurs decided the coming age of aeronautics was too exciting to pass up. And Lindbergh's achievement sparked what local historian Alice Gibb has called "the ultimate public relations campaign in London's history."

   That campaign was put together by Arthur Carty, a former London Free Press reporter who had built a news and publicity service with his uncle Edmund Carty, and Charles Burns, president of Carling Breweries.

   The ad they posted in The Free Press on June 29, 1927, only 38 days after Lindbergh's flight, was for a "Canadian aviator to fly from London, Ont., to London, Eng." The $25,000 prize - the same amount paid to Lindbergh - would be equivalent to about $400,000 today. The funds were held in trust by London businessperson Ray Lawson, with the support of mayor John M. Moore and London Chamber of Commerce president A.J. Grant.

  A flood of applications poured in from pilots willing to risk the 6,200-kilometre trip "from the heart of the Empire to the soul of the Empire" in a Stinson Detroiter monoplane, made by Stinson Aircraft Corp. in Detroit.

   The pilot ultimately chosen was Capt.Terence Bernard Tully, a 33-year-old decorated Royal Air Force aviator and former Aero plane test pilot for A.V. Roe and Co. Tully and his wife Anne had immigrated from Ireland four years earlier; he had logged more than 2,500 hours flying for Ontario's forestry service. Tully then selected Lt. James Medcalf, 28, another RAF veteran, as his co-pilot and navigator."
  The pilots took off from Harbour Grace, NL and the story is reported by some folks out east: "Disaster Strikes: The Sir John Carling," Community Stories. (n.d.)

See also, "Harbour Grace Airstrip," by Harbour Grace Tourism.