Online magazine Time Out London is celebrating the launch of four channels on messaging service WhatsApp with an ultra-local out-of-home campaign in the heart of the capital.

Devised in-house by the publication’s creative team, the campaign will focus on the ‘Time Out East London channel’ – with billboards running at sites such as Bethnal Green, Cambridge Heath, Hackney and Walthamstow.

Launched to coincide with All Point East festival this Friday (16 August), the work will run for two weeks and will contain top tips from Time Out editors on the venues, events and people in each of the billboard’s locations.

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“As a contemporary media owner with a brand legacy of over 55 years, Time Out is always looking for new ways to reach, grow and engage our audience, including exploring new and emerging channels. This latest experiment enables us to bring our editorial expertise around the best things to do, see and eat directly into our audience’s hands in an informal yet informative way,” Time Out chief content officer, Dave Calhoun said.

“We’ve seen that WhatsApp channels targeted to more niche interests are performing well, and that’s why we have decided to launch these four channels with specialised interests to build a tightly knit and engaged community. We’re looking forward to seeing Londoners’ reaction to our channels, our content, and the billboards!”

Time Out’s four new WhatsApp channels will be: Time Out London, which includes news, reviews, events and trends, the fairly self-explanatory Time Out London Restaurants, Time Out East London and Time Out London Offers.