Online global experiences platform GetYourGuide is launching a summer campaign in a bid to inspire Londoners to discover and book “unforgettable” travel experiences via its marketplace.

Developed in collaboration with London-based agency Fold7, the creative will highlight the website’s “unbeatable” local knowledge, both in the UK and worldwide.

The tongue-in-cheek billboards will “playfully riff” on London experiences and will include lines such as: “Little Venice is charming – if only there was a full size version with Gondola tours”; “2AM, Brick Lane. Really need a bagel – Baking class, New York. Really knead a bagel.”

“44% of Brits travel for their passions, and GetYourGuide has an incredible offering that caters to this. Our work captures that spirit, with impactful design and witty copy lines. We are looking forward to sharing it with London this summer,” said James Joice, MD at Fold7.

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The ads will run at “high-impact” out-of-home sites in high-footfall areas during holiday season, including the London Underground, roadside billboards, and digital screens in key commuter and tourist hubs. Media planning and buying was handled by Initiative UK and RapportWW.

James Barker, brand lead UK at GetYourGuide added: “As we enter peak travel season, we want Londoners to be inspired by GetYourGuide to take that holiday and discover their next destination.

“Complementing a holistic marketing approach, the contextually-relevant creative work spotlights GetYourGuide’s curated experiences worth traveling for.”