[15] On 3 July 1969, Davies and band manager Robert Wace attended a meeting with Reprise executives at Warner's headquarters in Burbank, California.

[7] Musician John Mendelsohn attended the meeting in an advisory role,[7] having been hired after Reprise read his favourable review of the band's 1969 album The Kinks Are the Village Green Preservation Society.

[17] As part of the campaign, Reprise mailed press kits to journalists, radio program directors and disc jockeys.

The kits included Then Now and Inbetween and other assorted items, such as guide to the Kinks' recordings and a plastic bag with blades of grass from "Daviesland village green".

In particular, he focuses on elements which were generally absent from the band's 1968 work, such as the heavier guitar production and the presence of a saxophone.