Transport for London (TfL) and
M&C Saatchi have unveiled a colourful campaign – ‘Without Leaving London’ –
celebrating the places and experiences it’s possible to discover within the
capital, encouraging Londoners to make use of off-peak travel to explore them.
The integrated campaign – running across press, outdoor (including digital), radio, content and digital display – will run until 7 September. The content element of the campaign will include a Time Out takeover, with a co-branded landing page and carefully curated Time Out articles at TimeOut.com/TfL, as well as a BuzzFeed Quiz.
M&C Saatchi worked with a team of six illustrators on the campaign, each of whom designed an execution in their own unique style. From exploring the countryside, to boarding a UFO, the six executions will target Londoners and encourage them to try something new in the capital.
Grant Parker, Head of Art and Creative Director at M&C Saatchi, said: “The brief for this campaign 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. And we wanted to create something that reflects this brand’s impressive design heritage.”
Miranda Leedham, Head of Marketing Operations at Transport for London, added: “London is one of the most culturally diverse cities in the world, and part of TfL’s mission is to encourage and enable those who live and work in the city to access all that it has to offer. We are encouraging people to get out there this summer, get on the network, and try something new.”
The campaign launches in the wake of M&C Saatchi’s ‘Share the Road’ initiative for TfL, as well as the Tour de France creative campaign.