David Flynn, the 28-year-old comms director at law firm Bircham Dyson Bell, has the enviable task of meeting a different lady every evening from 1-13 February (including journalists from the Evening Standard and Daily Mail), then choosing his favourite for a Valentine's Day 'Champagne flight' on the London Eye.
Threepipe Communications founder Jim Hawker, promoting the speed-dating marathon for his client, London's South Bank, tells us Flynn was chosen because 'he's good-looking, media friendly and seems up for it' (the experience, that is).
But our budding Romeo seems slightly perturbed when he receives Diary's call: indeed it is the first he has heard of any journalists being involved.
'Oh dear, maybe this is going to be bigger than I thought,' he laughs nervously. 'This isn't going to be in PRWeek, is it?'