In a bid to encourage Londoners to utilise off-peak travel, Transport for London have worked with M&C Saatchi to celebrate the dynamic and exciting experiences available within the city, all of which can be accessed with ease via the capital's renowned transport system. M&C Saatchi worked with a team of six illustrators (Jack Hughes, Jack Hudson, Rob Bailey, Daniel Frost, Miguel Montaner and Stanley Chow) to bring to life the “Without Leaving London” integrated campaign.
M&C Saatchi worked with Jack Hughes, Jack Hudson, Rob Bailey, Daniel Frost, Miguel Montaner, Stanley Chow to bring to life the “Without Leaving London” integrated campaign
The campaign will be running across press, outdoor posters, radio, and digital displays until Sunday the 7th of September. The campaign also includes a takeover of Time Out magazine, involving a co-branded landing page, curated articles and a unique BuzzFeed quiz. The posters, which form the main bulk of the campaign, celebrate many of London's more unusual destinations, such as Newham City Farm, where you can come face to face with an alpaca, and the Serpentine Gallery Pavilion, which is shaped like an alien spacecraft.
Transport for London invite Londoners to “Board a UFO” this summer
Miranda Leedham, the head of marketing operations at Transport for London, says the campaign's mission is to “Encourage and enable those who live and work in the city (one of the most culturally diverse in the world) to access all that it has to offer.” She adds that the idea is to encourage people to “Get out there this summer, get on the network, and try something new.” Grant Parker, head of art and the creative director at M&C Saatchi, underlines the brief for the campaign, which was “To show people the breadth of inspiring things they can see in London, to get them out of their routines, and tell them how to get there with Transport for London.” He feels they have done just that, whilst also creating something “That reflects the brand’s impressive design heritage.”
Miranda Leedham says the campaign's mission is to “Encourage and enable those who live and work in the city to access all that it has to offer.”
In other London Transport news, it was announced recently that from the 16th of September this year, travellers will be able to pay for their journeys on the Underground through NFC-enabled phones or 'pay-by-bonk' contact-less cards. The idea is to phase out the Oyster card system with a means to completely phase out TFL's need to manage cash, which is prone to theft and is more complex to handle from a regulatory perspective. Contact-less payments have been in operation since the end of 2012 on the city's bus network, but its users still only account for around 4% of total customers. There are currently 3,000 beta testers using the system, who were recruited through the TFL website.
Benjamin Hiorns is a freelance writer and musician from Kidderminster. He's never been a fan of the London underground, but then he is severely claustrophobic.