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TFL welcomes back Londoners on Freedom Day

Gabby Fernie

Transport for London (TfL) has today launched a fully integrated campaign with VCCP to encourage the public to go back out and take part in all the activities and destinations they have missed with TfL’s services.

In a rare move, TfL has reworked its iconic signage to show phrases and places that are all too familiar to London such as “Going out-out”, “Drinks after work” and “Cinema” among others.

These messages will be discoverable throughout London’s transport network with station takeovers and OOH across London Underground stations, Digital Escalator Panels, and screens like Canary Wharf. 

There is also a partnership with Time Out which sees the launch of a digital Cultural Map of activities surrounding London’s stations, a competition to win experiences across London, and a VCCP designed collage of these signs on a cover wrap.

The integrated campaign will run until the end of September, with media handled by Wavemaker, and rolling out across TV, VOD, social media across Facebook, Instagram and Twitter, OOH, online video on YouTube as well as CRM.

“Very few brands are so linked to a city as TfL is to London. When VCCP first showed us this campaign as part of their pitch presentation, we were delighted to see our network, our most recognisable branding devices and our role as the facilitator of London life all brought to life in such a charming way. We hope that this campaign will welcome Londoners back and motivate them to get back to living life again to their fullest" said Head of Customer Marketing and Behaviour Change at Transport for London, Miranda Leedham.