\r\n
TfL celebrates the historic launch of the Elizabeth line with a new marketing campaign from VCCP that brings more of London together.<\/b><\/p>\n
TfL, has today launched the Elizabeth line which will transform travel across London and the South East by dramatically improving transport links, cutting journey times, providing additional capacity, and transforming accessibility with spacious new stations and walk-through trains.\u00a0<\/span><\/p>\nTfL worked with UK agencies of record, <\/span>VCCP London<\/b> and<\/span> Wavemaker <\/b>to create the integrated campaign which celebrates the most significant upgrade to London\u2019s transport network since the Jubilee extension. Stretching from Berkshire in the west, through central London and out to Essex in the east, the new work highlights how the Elizabeth line will be crucial to London’s recovery from the pandemic, by providing transport users with new journey options across the capital and adding an estimated \u00a342bn to the UK economy.<\/span><\/p>\nThe Elizabeth line launches with a beautiful 40\u201d hero film directed by celebrated HLA Director,<\/span> Simon Ratigan, <\/b>and the creative debuts the new purple Elizabeth line signage, as well as featuring recognisable elements of TfL\u2019s iconic infrastructure. To elevate the state-of-the-art architecture of London\u2019s newest railway, VCCP London worked with the <\/span>Chineke! Orchestra <\/b>to record a bespoke arrangement of the famous waltz \u2018Blue Danube\u2019 by Johann Strauss. The Chineke! Orchestra brings together musicians from over 30 different nationalities and has just relocated their rehearsal space to Woolwich Works, a stones throw from the new Elizabeth line station. Their involvement is a fitting tribute to how the brand new service is bringing together more people and places, across London, than ever before.<\/span><\/p>\nThroughout the film, many of the incredible customer benefits of the new line are highlighted including step free access, more space and faster journey times. The orchestral track is complementary to the new train line, as the music builds to create a soaring crescendo which is a true celebration of the campaign strapline which is \u2018<\/span>bringing more of London together\u2019.\u00a0<\/span><\/i><\/p>\nThe campaign targets London and the surrounding areas which the world class line will service as TfL connects more people and places together than ever before. The media communications strategy, as well as the planning and buying for this fully integrated campaign executed by <\/span>Wavemaker <\/b>reflects this. High reaching, high impact media channels including TV and pan-London OOH are supported by a regional approach with VOD, Finecast and regional press to ensure the campaign reaches travellers across the Elizabeth line from Reading in the west and Shenfield in the east. This includes the adaptation of iconic TfL roundels with some of the Elizabeth line\u2019s key benefits. Appearing in OOH across London, the roundel <\/span><\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n \r\n \t\t
signs have been reworked to include slogans such as \u2018<\/span>it\u2019s here,\u2019 \u2018step free,\u2019 more space,<\/span><\/i>\u2019 and \u2018<\/span>faster journeys\u2019\u00a0 <\/span><\/i>in TfL\u2019s signature sans-serif typeface to maintain TfL\u2019s world-famous identity. Alongside this, TfL has also wrapped several iconic London buses with bespoke creative to celebrate the line and raise awareness of the Elizabeth line across the capital.<\/span><\/p>\nMiranda Leedham, Head of Customer Marketing & Behaviour Change at Transport for London<\/b> said<\/b>:<\/b> \u201cAt TfL we are incredibly committed to bringing our capital the best service possible and the opening of the Elizabeth line is set to be a truly historic moment for London and the UK. We\u2019re delighted with the end product of our new campaign and we look forward to welcoming our customers to the Elizabeth line and bringing more of London together.\u201d\u00a0<\/span><\/p>\nSimon Learman, Creative Director at VCCP London<\/b> added:<\/b> \u201cThe TfL network is the lifeblood of the nation\u2019s capital, so we set out to create a film that celebrated how the new Elizabeth line will connect\u00a0 more of London and beyond. It\u2019s not every day you get to work on such a significant launch and with musicians of the stature of Chineke. This elegant and exhilarating film is a fitting tribute to the spectacular new Elizabeth line, brought to life through a truly wonderful orchestra.\u201d<\/span><\/p>\n\u00a0Kelly Parker, Chief Operating Officer at Wavemaker UK commented: <\/b>\u201cThe Elizabeth line is the jewel in the crown of the TfL network, connecting London from East to West. It was therefore vital that the strategy for the media communications, planning and buying reflected this reach, ensuring that everyone the new Elizabeth line touches can experience this beautifully created campaign. It\u2019s been a pleasure to work with the team at TfL and VCCP London to create this elegant moment in time.\u201d<\/span><\/p>\nThe integrated campaign for the Elizabeth line is live from today and will run in London for 6 weeks across TV, VOD, radio, online video, digital display, OOH, DOOH, print, CRM, Door Drops and special build bus wraps.\u00a0<\/span><\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-14880","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10365","hero_video":"712047773","hero_image":{"ID":14893,"id":14893,"title":"Screenshot 2022-05-27 at 14.23.35","filename":"Screenshot-2022-05-27-at-14.23.35.png","filesize":2437499,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35.png","link":"https:\/\/wordpress-dev.vccp.com\/uk\/work\/tfl\/tfl-elizabeth-line\/attachment\/screenshot-2022-05-27-at-14-23-35","alt":"","author":"57","description":"","caption":"","name":"screenshot-2022-05-27-at-14-23-35","status":"inherit","uploaded_to":14880,"date":"2022-05-27 13:24:00","modified":"2022-05-27 13:24:00","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1602,"height":900,"sizes":{"thumbnail":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-768x431.png","medium_large-width":640,"medium_large-height":359,"large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-1024x575.png","large-width":640,"large-height":359,"1536x1536":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-1536x863.png","1536x1536-width":1536,"1536x1536-height":863,"2048x2048":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35.png","2048x2048-width":1602,"2048x2048-height":900,"Header":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-1602x720.png","Header-width":1602,"Header-height":720,"Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35.png","Wide-width":1602,"Wide-height":900,"Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-768x900.png","Mobile-width":768,"Mobile-height":900,"Facebook":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Transport for London - Elizabeth Line ","meta-description":"TfL celebrates the historic launch of the Elizabeth line with a new marketing campaign from VCCP that brings more of London together.","social-media-image":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2022\/05\/Screenshot-2022-05-27-at-14.23.35.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":13778,"post_author":"54","post_date":"2021-07-19 19:50:37","post_date_gmt":"2021-07-19 18:50:37","post_content":"\n\n\n\n","post_title":"TfL 'Welcome back. 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