TFL hits the right tone with welcome back campaign

London’s transport provider has reworked its iconic signage to welcome Londoner’s back to doing the simple things they love

Nicola Kemp

Editorial Director


There is no question that it is difficult to hit the right tone in the midst of a global pandemic. Yet TFL manages to be pitch perfect in a campaign which highlights the London moments we have missed so much in the wake of the pandemic. 

The campaign, created by VCCP.  successfully reminds Londoners that public transport isn’t just about a job to be done, or a destination to arrive at, it is instead about those everyday moments and how we live our lives. 

Cinemas, dinner for 2, 5 a side football, swimming are just some of the everyday moments highlighted in the film and outdoor campaign. An upbeat reminder of the little things that matter most. 

Miranda Leedham, Head of Customer Marketing and Behaviour Change at Transport for London, said: “Very few brands are so linked to a city as TfL is to London. When VCCP first showed us this campaign as part of their pitch presentation, we were delighted to see our network, our most recognisable branding devices and our role as the facilitator of London life all brought to life in such a charming way. We hope that this campaign will welcome Londoners back and motivate them to get back to living life again to their fullest."

Simon Learman, Creative Director at VCCP added: “TfL and London are inseparable. No other brand reflects the city more and shares so much in both its success and hard times. Its world famous, iconic signage and transport are proud emblems of our city. We’ve used the much loved, iconic signage across the campaign to remind people of the role of TfL in their daily lives and what makes London so unique.”


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