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TfL reworks its famous signs to welcome Londoners back ahead of Freedom Day

Campaign 19 Jul 2021 11:38

Transport for London (TfL) is marking the lifting of restrictions this week by reworking its instantly recognisable signs to welcome travellers back to the network.

Launching on Freedom Day (19 July), "Welcome back. Tube it. Bus it. Train it" Is VCCP’s latest integrated campaign for TfL and encourages the public to go back out – be it by Tube, bus, train, tram, riverboat or Emirates Airline cable car – and take part in the activities and visit the destinations they may have missed during lockdown.

The campaign film acknowledges this by showcasing the signs and reworking them to show phrases such as “Going out-out”, “Drinks after work” and “Family days out”.

Station takeovers and out of home across London Underground stations, digital escalator panels and screens, such as Canary Wharf, will also feature.

In addition, Wavemaker Content has arranged a partnership with Time Out for the launch of a digital cultural map of activities surrounding London’s stations and a competition to win experiences across the capital. VCCP will design a collage of the signs to adorn a cover wrap for the magazine.

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