TfL is putting price at the ‘front and centre’ of its latest integrated campaign title ‘Champion Value’, which will look to showcase the benefits that the network can offer Londoners.
Devised in partnership with Wavemaker and VCCP London, the creative aims to highlight the breadth of transport options that TfL provides as well as the speed and convenience of its service.
Running across online film, digital content, posters and radio, ‘Champion Value’ features a cast of real Londoners who all use the tube network themselves.
“Public transport continues to be a vital part of London’s economic recovery and we’re immensely proud of our new campaign that celebrates the great value our public transport services offer our customers,” TfL head of customer marketing and behaviour change, Miranda Leedham said.
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“The campaign emphasising the different benefits of each mode of transport, whether it’s speed, cost or convenience, underpinned by our best value fares.”
The creative will also feature a suite of iconic sounds from across the TfL network, and will mark a new phase for the service as it looks to grow its market share post-pandemic.
VCCP London creative director Simon Learman added: “By leaning into the iconic and much-loved graphic world of TfL, we remind Londoners how they are served by the best public transport system in the world. It’s fast, well-priced and will energise their lives. Wherever and whenever you want to go, TfL is the answer.”
