To mark the lifting of pandemic restrictions, TFL encourages people to resume their favourite “normal” activities by making the most of the capital’s public transport network. The new integrated campaign will span social media, TV, out of home (including station signage and messages on escalator panels and screens), video on demand, digital, and print.
One of the most interesting sides of the campaign will be turning Transport For London’s world-famous signage into visual representations of beloved destinations and activities that Londoners have missed the most during the lockdown.
The government’s restrictions have slowed down the pace of the city, with more people working from home and many local businesses struggling to survive. Images of a ghost City of London became an instant online sensation during the past year and a half, but now it’s time to get London town back to life.
Simon Learman, Creative Director at VCCP, said: "We’ve used the much loved, iconic signage to remind people of TFL’s role in their daily lives and what makes London so unique."
"London and TFL are inseparable" (Simon Learman)
Titled "Welcome back. Tube it. Bus it. Train it," the advertising initiative encourages people to claim their favourite activities back by relying, as always, on TFL services. Whether by tube, bus, tram, train, or riverboat, London transport is a fundamental part of our social lives, Miranda Leedham, Head of Customer Marketing and Behaviour Change at TfL poignantly describes it: "Very few brands are as linked to a city as TfL is to London. We hope that this campaign will welcome Londoners back and motivate them to live life again to its fullest."
To mark the occasion and to pursue people into embracing old habits, the legendary TFL signage roundels have been reworded with phrases such as "Going Out-Out" (Brixton, Shoreditch High Street, Piccadilly Circus on the Bakerloo Line), "Drinks After Work" and "Here Comes The Summer" (Hackney Wick, Hyde Park Corner, Regent’s Park – Bakerloo Line, Canary Wharf – DLR and Jubilee line). Similar messages will also be propagated through posters and station takeovers acros the capital for around two months, until the end of September 2021.
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