Transport for London (TfL) has launched a new fully integrated campaign to encourage Londoners to cycle.

In partnership with creative agencies VCCP London and Wavemaker UK, the campaign will appear on D/OOH, social media, radio, targeted digital audio, and TfL’s owned digital channels.

It will also feature social media content on Meta and TikTok allowing Londoners to share their own experiences using the hashtag ‘#CycleSundays’.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

The campaign also uses real Londoners cycling through the city, captured by London based photographer Nico Froehlich, alongside hand-drawn illustrated stickers reminiscent of cycling culture by Londoner Alice and the Ink.

Meanwhile, the transport company spotlights over 60 leisure cycling routes, available via its website and TfL Cycle Sundays Club in the Strava app.

TfL Head of Customer Marketing & Behaviour Change, Miranda Leedham, said: “We know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling, which is why we are delighted to be launching this exciting new programme.

“Cycling is not only brilliant for your physical and mental health but also is a great way of getting around and seeing London. You don’t even need your own bike to take part in Cycle Sundays. With around 800 Santander Cycles docking stations across London, you can start your Sunday by hiring a bike and exploring the city. We hope that this new programme will enable more people from all backgrounds to start cycling and exploring new parts of London.”

‘TfL Cycle Sundays’ will run from May to the end of September, with media planning and buying led by Wavemaker.

VCCP London Creative Director, Caroline Rawlings, added: “Cycling in London has an unfair image problem. Busy roads and lycra. By creating local routes perfect for a relaxed Sunday pootle and then flooding TfL’s incredible media estate with images of real Londoners using them, we hope that people will realise how good it feels to cycle in the city.

“Nico Froehlich has done a gorgeous job of capturing what cycling on a Sunday really looks like and once London starts sharing their Cycle Sundays we hope we can change the perception of cycling in London for good. Imagine.”