Transport for London (TfL) has launched a new campaign to highlight the latest payment feature in its app.

Developed by VCCP in collaboration with Wavemaker UK, the campaign features visuals by artist James Dawe, inspired by the iconic TfL logo.

Since its launch in 2020, the TfL app has been downloaded over seven million times and currently has approximately one million active users each month.

The newly introduced TfL Go app will enable passengers to make payments for their journeys while also providing real-time route planning across London’s public transport system.

The campaign will run across London and will appear on OOH, DOOH, social and digital displays.  

TfL head of customer marketing and behaviour change, Miranda Leedham, said: “This campaign captures the everyday journeys of Londoners, showcasing how TfL Go makes navigating the city effortless.

“By highlighting the app’s new payment functionality and real-time travel information, we’re making it even simpler for people to plan, pay and travel seamlessly across London.” 

Simon Learman, Creative Director, VCCP added: “We are thrilled to launch this campaign, placing TfL Go at the heart of every journey and making travel easier for Londoners .

“By using TfL’s iconic roundel as a central visual element, we’ve created a design that captures the rhythm of the city while reinforcing TfL’s core mission – supporting Londoners every step of the way on their journeys. To help bring the vision to life, James Dawe spent days travelling the network to capture the beautiful and distinctive features that form the building blocks of the work .”