TfL has created a fully integrated campaign to get more people to embrace cycling, complete with real Londoner’s summery visuals and a nod in the Strava app.
Created with TfL’s agencies of record VCCP and Wavemaker, the campaign comes ahead of the Ford RideLondon Free Cycle, and spotlights more than 60 leisure cycling routes.
The campaign sees London based photographer Nico Froelhich capture real Londoner’s cycling through the city, complete with a sense of adventure in the form of hand drawn illustrated stickers reminiscent of cycling culture by Londoner Alice and the Ink.
It will also be accompanied by engaging social content on Meta and TikTok, all with the aim of building awareness and encouraging Londoner’s to share their own #CycleSundays experience.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Cycling in London has an unfair image problem. Busy roads and lycra. By creating local routes perfect for a relaxed Sunday pootle and then flooding TfL’s incredible media estate with images of real Londoners using them, we hope that people will realise how good it feels to cycle in the city,” said VCCP creative director Caroline Rawlings.
She continued: “Nico Froehlich has done a gorgeous job of capturing what cycling on a Sunday really looks like and once London starts sharing their Cycle Sundays we hope we can change the perception of cycling in London for good. Imagine.”
TfL head of customer marketing and behaviour change Miranda Leedham said: “We know how important it is to encourage Londoners of all backgrounds to make the most of the benefits of cycling, which is why we are delighted to be launching this exciting new programme.”
