Santander Cycles has partnered with Transport for London (TfL) to encourage people to visit some of London’s less-glamourised attractions by bike this summer.

Developed by creative agency Dark Horses in its first work since securing the cycle hire scheme’s account in February, the campaign will be amplified by a brand platform and website called “Side quests?”

Made available via QR codes on the bikes themselves, the website will curate random routes through different parts of the city inspired by a variety of themes such as food spots or filming locations.

One route, called The Brutalist, takes riders on a 4.7-mile journey that includes the Brunswick Centre, National Theatre, Southbank Centre and The Barbican. Another, called Thrift Store Tour, guides cyclists 5.2 miles via four second hand shops.

“Side quests are all about people veering off from their main story and going on their own adventures,” said Dan Sherwood, managing director of Santander.

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“Our audience is both visitors and locals to London who are hungry for new and authentic experiences of the city. It’s about encouraging them to explore the unexpected, never following the mainstream. And this campaign does that brilliantly.”

In addition to the website, the creative will be supported by branded takeovers of bikes and docking stations across the capital, as well as influencer activity, print, digital takeovers and direct mail.

Josh Pearce, creative director at Dark Horses, added the work aimed to “cut through indecision and offer something spontaneous, fun, and local”.

He continued: “The routes are themed around both popular and offbeat interests, helping Londoners break out of their routines and rediscover their city, and its hidden gems, from a fresh perspective.”