\r\n
Transport for London (TfL) <\/strong>with the help of agency of record VCCP<\/strong> London and Wavemaker UK<\/strong>, is today launching an awareness campaign for the ongoing huge range of improvements TfL is making across its network.<\/p>\nThe campaign aims to show Londoners how much TfL cares about its customers and what improvements are happening across their services whether it’s the Tube, buses, London Overground, DLR, Elizabeth line, trams, roads or Cycleways. This campaign supports the TfL Purpose: to move London forward safely, sustainably and inclusively<\/p>\n
Some of the many improvements that TfL have made include improvements to their bus fleet which is now entirely low or zero-emission (at the tailpipe), an expanded Cycleway network, step free access at over 200 stations \u2013 including Tube, DLR and more, and major improvements coming on four Tube lines in the future –\u00a0 the Circle, District, Hammersmith & City, and Metropolitan lines. Upgrades have already been made on the DLR network and from 2024; TfL will introduce new, more spacious, walk-through, air-conditioned trains. Since 2016, the city\u2019s Cycleway network has more than trebled to over 340km, and there are plans with the London boroughs to expand it further. Travelling in a more efficient and safer way, TfL\u2019s promise to continually improve and be sustainable has never looked better or brighter for Londoners.<\/p>\n
The multi-channel campaign launches today and leads with a reportage style hero 40\u201d film directed by Simon Ratigan, who returns to work for TfL. Leaning into the visual metaphor of light to highlight the ways that TfL is improving its network, the film explores the various improvements, big and small, to make journeys in London greener, safer and more accessible for all. The film features a combination of TfL staff and real Londoners who work on or use the network and tells the story of a better London that has been made brighter by the whole range of innovations that TfL has to offer.<\/p>\n
Signalling a new creative platform for TfL, this creative direction will be used for all future improvement stories. The fully integrated campaign will also be present across the full TfL media estate. TfL worked with Wavemaker for the effective media planning of the campaign, ensuring maximum impact is achieved to reach Londoners both off and on the transport network.<\/p>\n
On the OOH and stills executions, photographer Ben Stockley, brought the \u2018Brighter\u2019 network to life. Featuring real Londoners and the network that they love and use every day, the best aspects of the infrastructure have been brought to life in a positive light, using a variety of photographic techniques.<\/p> \r\n \r\n \t\t\t <\/div>\r\n \r\n
\r\n \t\t
Beyond OOH, the campaign comes to life in a variety of channels, from high impact press placements such as a Metro cover wrap, to online video, radio, digital OOH and other integrated channels.<\/p>\n
Miranda Leedham, Head of Customer Marketing & Behaviour Change at TfL said<\/strong>: \u201cKeeping London moving is central to everything we do and we know customers want to know how we\u2019re improving services and taking bold steps to be London\u2019s strong, green heartbeat \u2013 getting people around the city quickly and sustainably. By working with VCCP we are shining a light on the great work across our services that\u2019s helping our customers now and how we\u2019re preparing for the future.<\/p>\nThe Purpose campaign is a great way to help more of those travelling in London choose public transport, and every penny we receive through fares is reinvested back into the transport network.<\/p>\n
Simon Learman, Creative Director at VCCP added<\/strong>: \u201cWe all want to live in a brighter, greener London. Given the future of our city is inextricably linked to the incredible services that TfL provides, this campaign literally shines a light on how those services are transforming. It will remind us how we all have cause for optimism with the massive investment in both current and future projects. These improvements will transform our city, how we travel and make all our journeys brighter.\u201d<\/p>\nDavid Graham, Strategy Partner at Wavemaker noted<\/strong>: \u201cTfL’s services keep London moving, working, and ultimately making it a better place to live. We live in one of the most dynamic cities in the world that is constantly evolving and over the last 160 years London Underground and, more recently, TfL has supported London\u2019s growth, providing it with one of the world\u2019s largest and most heavily used public transport networks. \u00a0More recently, the launch of the Elizabeth Line, the expanded cycleway network and ongoing upgrade of the bus fleet to greener buses are wonderful examples of TfL continuing to keep London moving forward.\u00a0 This campaign is a testament to the commitment and determination that goes into a world-class transport system, and we\u2019re thrilled to have played a part in showcasing that ongoing work in such an authentic way.\u201d<\/p>\nTfL worked with agency partner VCCP <\/strong>and their content production studio, Girl&Bear <\/strong>and digital Innovation company, Bernadette <\/strong>to bring the campaign to life.<\/p>\nThe campaign will run from today across TV, VOD, OLV, Digital and Print OOH including Bus Wraps and high impact formats and Press alongside CRM. The campaign will run alongside TfL\u2019s owned social and digital channels.<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n
\r\n \r\n\r\n
\r\n \r\n \r\n
\r\n \r\n \r\n
\r\n \r\n
\n
Notice<\/b>: Undefined index: video-source in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 15<\/b> \n \r\n \r\n
\r\n \r\n \r\n <\/picture>\r\n <\/div>\r\n \r\n \nNotice<\/b>: Undefined index: text in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 32<\/b> \n\r\n <\/div>\r\n \r\n \r\n \r\n \r\n
\n
Notice<\/b>: Undefined index: video-source in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 15<\/b> \n \r\n \r\n
\r\n \r\n \r\n <\/picture>\r\n <\/div>\r\n \r\n \nNotice<\/b>: Undefined index: text in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 32<\/b> \n\r\n <\/div>\r\n \r\n \r\n \r\n \r\n
\n
Notice<\/b>: Undefined index: video-source in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 15<\/b> \n \r\n \r\n
\r\n \r\n \r\n <\/picture>\r\n <\/div>\r\n \r\n \nNotice<\/b>: Undefined index: text in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 32<\/b> \n\r\n <\/div>\r\n \r\n \r\n \r\n \r\n
\n
Notice<\/b>: Undefined index: video-source in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 15<\/b> \n \r\n \r\n
\r\n \r\n \r\n <\/picture>\r\n <\/div>\r\n \r\n \nNotice<\/b>: Undefined index: text in \/data\/www\/vccp-dev\/wp-content\/plugins\/lazy-blocks\/classes\/class-blocks.php(1389) : eval()’d code<\/b> on line 32<\/b> \n\r\n <\/div>\r\n \r\n \r\n <\/div>\r\n \r\n \r\n \r\n <\/li>\r\n <\/li>\r\n <\/li>\r\n <\/li>\r\n <\/ol>\r\n \r\n <\/div>\r\n\r\n <\/div>\r\n <\/section>\r\n<\/div>\n\n \n \n\n
\n We all want to live in a brighter, greener London. Given the future of our city is inextricably linked to the incredible services that TfL provides, this campaign literally shines a light on how those services are transforming \n Simon Learman, Creative Director <\/cite> <\/blockquote>\n\n <\/div>\n <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":61,"template":"","class_list":["post-16938","work","type-work","status-publish","hentry"],"acf":{"websites_to_publish":[],"client_id":"10365","capability_ids":["988","10107","10111","14075"],"hero_video":"","hero_image":{"ID":16943,"id":16943,"title":"TfL - Stills Campaign Select 1","filename":"TfL-Stills-Campaign-Select-1-1.jpg","filesize":1283148,"url":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1.jpg","link":"https:\/\/wordpress-dev.vccp.com\/uk\/work\/tfl\/journeys-with-tfl-keep-getting-brighter\/attachment\/tfl-stills-campaign-select-1-2","alt":"","author":"61","description":"","caption":"","name":"tfl-stills-campaign-select-1-2","status":"inherit","uploaded_to":16938,"date":"2023-07-12 09:21:13","modified":"2023-07-12 09:21:13","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Journeys with Transport for London keep getting brighter","meta-description":"Integrated campaign shines a light on the ongoing investment TfL is making through its improvement plan","social-media-image":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-content\/uploads\/sites\/1\/2023\/07\/TfL-Stills-Campaign-Select-1-2.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":14880,"post_author":"57","post_date":"2022-05-24 10:24:55","post_date_gmt":"2022-05-24 09:24:55","post_content":"\n\n","post_title":"TfL Elizabeth Line","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-elizabeth-line","to_ping":"","pinged":"","post_modified":"2022-05-27 14:24:34","post_modified_gmt":"2022-05-27 13:24:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=work&p=14880","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16302,"post_author":"61","post_date":"2023-03-23 09:15:55","post_date_gmt":"2023-03-23 09:15:55","post_content":"\n\n\n\n","post_title":"TfL Stands against Hate - Bystander Intervention","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-stands-against-hate-bystander-intervention","to_ping":"","pinged":"","post_modified":"2023-03-23 09:15:56","post_modified_gmt":"2023-03-23 09:15:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=work&p=16302","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"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. Tube it. Bus it. Train it.'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-welcome-back-tube-it-bus-it-train-it","to_ping":"","pinged":"","post_modified":"2021-08-09 12:08:57","post_modified_gmt":"2021-08-09 11:08:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/wordpress-dev.vccp.com\/?post_type=work&p=13778","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/work\/16938","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/users\/61"}],"wp:attachment":[{"href":"https:\/\/wordpress-dev.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=16938"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}