Sadiq Khan launches London’s biggest advertising campaign since the 2012 Olympics

‘Welcome to London’: Sadiq Khan launches the capital’s biggest advertising campaign since the 2012 Olympics to get Londoners to enjoy the city again (as long as they wear a mask on public transport)

  • The “Welcome back London” campaign aims to encourage people to return to the underground
  • It includes TfL “cockade” symbols adapted in 16 key metro stations in the network
  • Marketing campaign is TfL’s biggest in nine years, but cost has not been revealed










Sadiq Khan today launched Transport for London’s largest advertising campaign in nearly a decade as the mayor desperately tries to draw people to the capital.

Sectors such as hospitality, retail and events have been hammered by successive lockdowns with underground use still at just 38% of pre-pandemic levels.

And Mr Khan has now launched the ‘Welcome to London’ campaign to encourage passengers to return to the metro and bus network, which has 68% usage.

The mayor’s office said it aimed to “remind people what they missed most about our city over the past 16 months and inspire them to ‘tub it’. Bus it. Train him ‘.’

The campaign features adapted TfL ‘cockade’ symbols at 16 key Underground, Overground and Docklands Light Railway stations, which aim to reflect what gets people there.

Mayor Sadiq Khan examines new ‘Retail Therapy’ roundel today at Shepherd’s Bush station

Mayor Sadiq Khan at Bond Street tube station during a walkabout in London today

Mayor Sadiq Khan at Bond Street tube station during a walkabout in London today

These include ‘Going Out’ in Brixton, ‘Retail Therapy’ in Shepherds Bush, ‘Best Day Ever’ in Gloucester Road and ‘Opening Night’ in Leicester Square.

But as he launched TfL’s biggest marketing campaign since the London 2012 Olympics, Khan also urged people to behave “responsibly” on the network.

What are the new TfL cockades in stations?

  • “Going out” in Brixton
  • “Retail Therapy” at Shepherd’s Bush
  • ‘Best day ever’ at Gloucester Road
  • ‘Opening night’ in Leicester Square
  • “Here is summer” at Hyde Park Corner

He added that face masks remain mandatory as a condition of carriage on all TfL services. Wearing them is no longer the law after “Freedom Day” today – and they are not mandatory on other rail services in England.

The cost of the latest ad campaign has not yet been disclosed.

Mr Khan said: “Today’s full reopening of the capital’s culture, hospitality and nightlife economic spots is a milestone, but I urge all Londoners and visitors to play with caution and accountability.

“This includes continuing to follow the rules and wearing a face covering for the duration of their trip on TfL services.

“Public transportation is one of the best and most convenient ways to get around and enjoy our city, and by maintaining mandatory face masks, it will provide an extra layer of protection and comfort on top of the cleansing regimen. improved from TfL, world leader. “

TfL said metro travel was at 38% of normal demand today and unchanged from last week, with 790,000 entries and exits from a pre-pandemic baseline of 2.1 million.

Bus trips were 68% of normal and down 4% in one week, with 900,000 boarding taken from a benchmark of 1.31 million.

Commuters travel on a London Underground Jubilee Line train around 8:10 am this morning

Commuters travel on a London Underground Jubilee Line train around 8:10 am this morning

Commuters stand aboard a Piccadilly Line train in the London Underground this morning

Commuters stand aboard a Piccadilly Line train in the London Underground this morning

The fall is that the use of buses is partly due to the approach of the end of the school year, and the summer is generally quieter on the whole network.

The capital’s transport bosses added that staff observed face mask compliance at around 85% this morning, which is about the same level seen in recent weeks.

London Transport Commissioner Andy Byford said today: “I am extremely grateful to the overwhelming majority of our customers who have complied with the requirement to wear a face covering and this remains mandatory when they travel on the TfL network.

“As more people return to public transport after Step 4 of the government’s plan, it will continue to help build confidence and keep people coming back to the many wonderful things about London that we have. all missed during the pandemic.

“Our buses, trains and stations are cleaner than ever and well ventilated and we are operating at near normal levels of service.

Commuters check their phones on a Jubilee train at 8.50am in London this morning

Commuters check their phones on a Jubilee train at 8.50am in London this morning

A busy platform at London Bridge station on the Jubilee line this morning on the occasion of the

A busy platform at London Bridge station on the Jubilee line this morning on the occasion of “Freedom Day”

“There is plenty of quiet capacity to take you to the fantastic places London has to offer with the TfL Go app providing real-time station traffic information.

“Our new television and poster campaign welcomes everyone to our services and demonstrates that public transport is the safe, clean and reliable way to get around this city.”

And Bernard Donoghue, Director of the Association of Leading Visitor Attractions, said: “London’s favorite tourist attractions look forward to welcoming visitors and ensuring they have a safe and comfortable visit as well as an experience. fantastic for visitors.

“The attractions will still maintain many of their previous social distancing and other mitigation measures, like Transport for London, for the safety and reassurance of their staff and visitors.”

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