Transport for London puts price front and center in the ‘Champion Value’ campaign - post-produced by STANLEY’S POST
Transport for London, or TfL for short, launched an integrated campaign in partnership with Wavemaker UK and VCCP London aimed at highlighting both the value and the extraordinary modes of travel available to Londoners across the public transport network.
The motifs photographed by Hanina Pinnick for VCCP were post-produced by STANLEY’S POST, London.
‘Champion Value’ showcases the value and benefit that TfL customers get when they use the many travel modes, whether it be the Tube, buses, tram, London Overground, or the DLR, that TfL has to offer. Drawing on the strongest benefits of the TfL network – speed, convenience, frequency, and all-day travel – the creative is accompanied by a consistent campaign message personalized to the mode of transport.
“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. The campaign emphasizes the different benefits of each mode of transport, whether it’s speed, cost or convenience, underpinned by our best value fares.” Miranda Leedham, Head of Customer Marketing & Behaviour Change, TfL.
“This is a very timely campaign that comes as customer’s wallets are stretched. Londoners are still suffering from the repercussions of the pandemic, inflation is high, and the ongoing cost-of-living crisis is making matters worse. We’re particularly proud of our addressable approach, which not only makes it immediately apparent how much a journey is set to cost but also impactfully demonstrates how much more cost-effective it is to use public transport overall.” David Graham, Managing Partner, Wavemaker UK.
‘Champion Value’ marks a new phase for TfL : moving from recovery post-pandemic to growing market share by showcasing the abundance of benefits of public transport over driving. This is in line with the Mayor of London’s strategy to get 80 percent of Londoners’ trips made on foot, by cycle or using public transport by 2041.
CREDITS
TFL Champion Campaign by VCCP
Advertising Agency VCCP
Post Production Stanley’s Post Ltd
Photographer Hanina Pinnick
GoSee : stanleyspost.com
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