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Tfl celebrates Elizabeth line launch with integrated campaign

David Murphy

Transport for London (TfL) has launched an integrated campaign to celebrate today’s launch of the Elizabeth line, the most significant upgrade to London’s transport network since the Jubilee line extension, stretching from Berkshire in the west, through central London and out to Essex in the east.

The campaign will run in London for six weeks across TV, VOD, radio, online video, digital display, OOH, DOOH, print, CRM, door drops and bus wraps. Created by TfL’s UK agencies of record, VCCP London and Wavemaker, it highlights how the Elizabeth line will be crucial to London's recovery from the pandemic, by providing transport users with new journey options across the capital.

The campaign launches with a 40-seond hero film directed by Simon Ratigan, introducing the line’s purple signage, and featuring recognisable elements of TfL’s iconic infrastructure. It features a bespoke arrangement of Johann Strauss’s ‘Blue Danube’ waltz, performed by the Chineke! Orchestra, which includes musicians from more than 30 different nationalities. It also highlights some of the new line’s key benefits, including step-free access, more space and faster journey times.

“We are incredibly committed to bringing our capital the best service possible and being able to witness the first customers board the new line this morning has been a truly historic moment for us, London and the whole of the UK,” said Miranda Leedham, Head of Customer Marketing & Behaviour Change at TfL. “We look forward to welcoming more and more passengers onboard the Elizabeth line in the coming weeks, and it really is a true honour to be a part of such an important launch for our city, bringing more of London together.”