Transport for London has encouraging people to cycle this summer and enjoy the outdoors with a fully integrated OOH, digital and social campaign through a partnership with VCCP London and Wavemaker UK. It has highlighted more than 60 localized cycling leisure routes with a range of London cycling partners urging people to explore the local areas by their cycles.
The campaign offers cycling discounts and offers and interactive social media content on Meta and TikTok to build awareness and encourage the masses to share their #CycleSundays experience. Miranda Leedham, head of customer marketing and behavior Change at TfL, says they are delighted to launch this new programme because they know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling.
She highlighted that cycling is brilliant for one’s physical and mental health, and 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.”
Caroline Rawlings, creative director at VCCP London, believes Cycling in London has an 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 realize how good it feels to cycle in the city.”
The campaign uses real Londoners cycling through the city, captured by Nico Froehlich, a London-based photographer, and hand-drawn illustrated stickers that highlight the reminiscent of cycling culture by Alice and Ink. It gives a sense of adventure and community to the campaign.
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