Transport for London (TfL), which operates buses and trains in the capital, has launched a new marketing strategy to promote the new payment function in its app.

The campaign has been created by VCCP, in partnership with Wavemaker UK. It includes visuals by artist James Dawe, which have been based on the recognisable TfL logo.

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The TfL app has been downloaded more than 7 million times since it was launched in 2020, and has around 1 million monthly active users.

The new TfL Go app will allow passengers to pay for journeys, as well as plan their route across London’s public transport network, in real-time.

“The update will allow customers to easily access their contactless or Oyster online account and then view their journey history directly in the TfL Go app, rather than having to do so via the TfL website or Oyster and Contactless app,” said a TfL statement.

Miranda Leedham, TfL’s head of customer marketing and behaviour change, said: “This campaign captures the everyday journeys of Londoners, showcasing how TfL Go makes navigating the city effortless.”

“By highlighting the app’s new payment functionality and real-time travel information, we’re making it even simpler for people to plan, pay and travel seamlessly across London,” she added.