{"id":17217,"date":"2023-08-25T12:10:51","date_gmt":"2023-08-25T11:10:51","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17217"},"modified":"2023-08-25T17:43:57","modified_gmt":"2023-08-25T16:43:57","slug":"champion-value","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/champion-value","title":{"rendered":"Champion Value"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-1RTbbL wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\"><strong>Transport for London (TfL)<\/strong>, in partnership with <strong>Wavemaker<\/strong> <strong>UK<\/strong> and VCCP London, is today launching a brand-new integrated campaign that aims to highlight both the value and the extraordinary modes of travel available to Londoners across the public transport network.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u2018Champion Value\u2019 highlights the value and benefit that TfL customers get when they use the many travel modes, whether it be the Tube, buses, tram, London Overground, or the DLR, that TfL has to offer. Drawing on the strongest benefits of the TfL network: speed, convenience, frequency, and all-day travel the creative is accompanied by a consistent campaign message personalised to the mode of transport. For example, <\/span><i><span style=\"font-weight: 400\">\u201cFor Fast, Think Underground\u201d.<\/span><\/i><span style=\"font-weight: 400\"> The campaign also highlights features including daily capping, off-peak times and the bus and tram Hopper fare, that continue to make public transport a great value option for Londoners and international visitors.<\/span><\/p>\n<p><span style=\"font-weight: 400\">To achieve this, the creative developed by VCCP London, celebrates the moment people tap into the network and are transported to their destination via a colourful visual vortex of direction and speed. Using TfL\u2019s iconic brand assets, the high impact campaign brings together the colours of the network, card reader and roundel alongside authentic sounds and the people of London to create the visual feast.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">A proudly all-London campaign, VCCP worked with London-based Director, <strong>Christian Bevilacqua<\/strong> and photographer, <strong>Hanina<\/strong> <strong>Pinnick<\/strong> alongside a cast of Londoners who all use the TfL network themselves.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign will span multiple channels including online film, digital content, posters and radio which will highlight the value of TfL\u2019s transport network, reminding the public how great the network they use every day is. The film and radio executions use iconic sounds from across the network, such as bus and tram bells, card readers, acceleration of the tube, and of course, \u201cMind The Gap\u201d. The radio SFX soundscape will punctuate the messaging with the sounds Londoners associate with travel and hear daily and were recorded on the network for authenticity.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><span style=\"font-weight: 400\">The campaign will use digital out of home channels to target specific price messages to the exact zones, times of day and days of the week making sure that the campaign is relevant to a wide range of Londoners for both price and mode of transport. The media approach was planned and executed by Wavemaker UK with support from DOOH.com, and is another media-first for TfL. It ensures that each customer knows the fare they are paying and value they are getting at every step of their journey<\/span><i><span style=\"font-weight: 400\">. <\/span><\/i><span style=\"font-weight: 400\">All channels, selected to guarantee the campaign reaches all Londoners and visitors to the capital, will run until at least the end of 2023.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u2018Champion Value\u2019 marks a new phase for TfL, moving from recovery post-pandemic to growing market share by showcasing the abundance of benefits of public transport over driving. This sits alongside the Mayor\u2019 of London\u2019s strategy to get 80 per cent of Londoners&#8217; trips made on foot, by cycle or using public transport by 2041.<\/span> <span style=\"font-weight: 400\">As such, TfL also announced improvements to the network communicated through its campaign, \u2018Brighter\u2019, early last month.<\/span><\/p>\n<p><b>Miranda Leedham, Head of Customer Marketing &amp; Behaviour Change, TfL, said:<\/b><span style=\"font-weight: 400\"> \u201cPublic transport continues to be a vital part of London\u2019s economic recovery and we\u2019re immensely proud of our new campaign that celebrates the great value our public transport services offer our customers. The campaign emphasising the different benefits of each mode of transport, whether it\u2019s speed, cost or convenience, underpinned by our best value fares.\u201d<\/span><\/p>\n<p><b>David Graham, Managing Partner, Wavemaker UK, said: <\/b><span style=\"font-weight: 400\">\u201cThis is a very timely campaign that comes as customer\u2019s wallets are stretched. Londoners are still suffering from the repercussions of the pandemic, inflation is high, and the ongoing cost of living crisis is making matters worse. We\u2019re particularly proud of our addressable approach, which not only makes it immediately apparent how much a journey is set to cost but also impactfully demonstrates how much more cost-effective it is to use public transport overall.\u201d<\/span><\/p>\n<p>\u00a0<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-quote-full-width-ZtiJfw wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        By leaning into the iconic and much-loved graphic world of TfL, we remind Londoners how they are served by the best public transport system in the world. It\u2019s fast, well-priced and will energise their lives. Wherever and whenever you want to go, TfL is the answer. \n        <cite>Simon Learman, Creative Director, VCCP London<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-17217","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988","10108","14075"],"client_id":"10365","hero_video":"","hero_image":{"ID":17220,"id":17220,"title":"TfL Championing Value","filename":"TfL-Championing-Value.png","filesize":3334092,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value.png","link":"https:\/\/www.vccp.com\/uk\/work\/tfl\/champion-value\/attachment\/tfl-championing-value","alt":"","author":"64","description":"","caption":"","name":"tfl-championing-value","status":"inherit","uploaded_to":17217,"date":"2023-08-10 17:19:54","modified":"2023-08-10 17:19:54","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"TfL puts price front and centre in new \u2018Champion Value\u2019 campaign","meta-description":" Transport for London (TfL), in partnership with Wavemaker UK and VCCP London, is today launching a brand-new integrated campaign that aims to highlight both the value and the extraordinary modes of travel available to Londoners across the public transport network. ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2023\/08\/TfL-Championing-Value-1.png","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":16938,"post_author":"61","post_date":"2023-07-12 14:55:47","post_date_gmt":"2023-07-12 13:55:47","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"844515067\",\"blockId\":\"3gPGs\",\"blockUniqueClass\":\"lazyblock-video-3gPGs\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003eTransport for London (TfL) \\u003c\/strong\\u003ewith the help of agency of record \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e \\u003cstrong\\u003eLondon and Wavemaker UK\\u003c\/strong\\u003e, is today launching an awareness campaign for the ongoing huge range of improvements TfL is making across its network.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign aims to show Londoners how much TfL cares about its customers and what improvements are happening across their services whether it's the Tube, buses, London Overground, DLR, Elizabeth line, trams, roads or Cycleways. This campaign supports the TfL Purpose: to move London forward safely, sustainably and inclusively\\u003c\/p\\u003e\\n\\u003cp\\u003eSome of the many improvements that TfL have made include improvements to their bus fleet which is now entirely low or zero-emission (at the tailpipe), an expanded Cycleway network, step free access at over 200 stations \u2013 including Tube, DLR and more, and major improvements coming on four Tube lines in the future -\u00a0 the Circle, District, Hammersmith \\u0026amp; City, and Metropolitan lines. Upgrades have already been made on the DLR network and from 2024; TfL will introduce new, more spacious, walk-through, air-conditioned trains. Since 2016, the city\u2019s Cycleway network has more than trebled to over 340km, and there are plans with the London boroughs to expand it further. Travelling in a more efficient and safer way, TfL\u2019s promise to continually improve and be sustainable has never looked better or brighter for Londoners.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe multi-channel campaign launches today and leads with a reportage style hero 40\u201d film directed by Simon Ratigan, who returns to work for TfL. Leaning into the visual metaphor of light to highlight the ways that TfL is improving its network, the film explores the various improvements, big and small, to make journeys in London greener, safer and more accessible for all. The film features a combination of TfL staff and real Londoners who work on or use the network and tells the story of a better London that has been made brighter by the whole range of innovations that TfL has to offer.\\u003c\/p\\u003e\\n\\u003cp\\u003eSignalling a new creative platform for TfL, this creative direction will be used for all future improvement stories. The fully integrated campaign will also be present across the full TfL media estate. TfL worked with Wavemaker for the effective media planning of the campaign, ensuring maximum impact is achieved to reach Londoners both off and on the transport network.\\u003c\/p\\u003e\\n\\u003cp\\u003eOn the OOH and stills executions, photographer Ben Stockley, brought the \u2018Brighter\u2019 network to life. Featuring real Londoners and the network that they love and use every day, the best aspects of the infrastructure have been brought to life in a positive light, using a variety of photographic techniques.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eBeyond OOH, the campaign comes to life in a variety of channels, from high impact press placements such as a Metro cover wrap, to online video, radio, digital OOH and other integrated channels.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at TfL said\\u003c\/strong\\u003e: \u201cKeeping London moving is central to everything we do and we know customers want to know how we\u2019re improving services and taking bold steps to be London\u2019s strong, green heartbeat \u2013 getting people around the city quickly and sustainably. By working with VCCP we are shining a light on the great work across our services that\u2019s helping our customers now and how we\u2019re preparing for the future.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe Purpose campaign is a great way to help more of those travelling in London choose public transport, and every penny we receive through fares is reinvested back into the transport network.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eSimon Learman, Creative Director at VCCP added\\u003c\/strong\\u003e: \u201cWe all want to live in a brighter, greener London. Given the future of our city is inextricably linked to the incredible services that TfL provides, this campaign literally shines a light on how those services are transforming. It will remind us how we all have cause for optimism with the massive investment in both current and future projects. These improvements will transform our city, how we travel and make all our journeys brighter.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eDavid Graham, Strategy Partner at Wavemaker noted\\u003c\/strong\\u003e: \u201cTfL's services keep London moving, working, and ultimately making it a better place to live. We live in one of the most dynamic cities in the world that is constantly evolving and over the last 160 years London Underground and, more recently, TfL has supported London\u2019s growth, providing it with one of the world\u2019s largest and most heavily used public transport networks. \u00a0More recently, the launch of the Elizabeth Line, the expanded cycleway network and ongoing upgrade of the bus fleet to greener buses are wonderful examples of TfL continuing to keep London moving forward.\u00a0 This campaign is a testament to the commitment and determination that goes into a world-class transport system, and we\u2019re thrilled to have played a part in showcasing that ongoing work in such an authentic way.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003eTfL worked with agency partner \\u003cstrong\\u003eVCCP \\u003c\/strong\\u003eand their content production studio,\\u003cstrong\\u003e Girl\\u0026amp;Bear \\u003c\/strong\\u003eand digital Innovation company, \\u003cstrong\\u003eBernadette \\u003c\/strong\\u003eto bring the campaign to life.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe campaign will run from today across TV, VOD, OLV, Digital and Print OOH including Bus Wraps and high impact formats and Press alongside CRM. The campaign will run alongside TfL\u2019s owned social and digital channels.\\u003c\/p\\u003e\",\"blockId\":\"2apGUT\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-2apGUT\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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Throughout 2019 TfL\\u2019s underground network provided affordable and efficient transportation to over 1.34bn passengers. Yet, with government restrictions in place, working from home and London\\u2019s activities closing all due to Covid-19, it made these once everyday events become a faint memory of the past.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u00a0\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003e\\u2018Welcome back. Tube it. Bus it. Train it.\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 welcomes back the public and encourages them to go back out and take part in all the activities and destinations they have missed with TfL and their services, be it by Tube, bus, train, tram, riverboat or Airline.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTargeting \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eyo\\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eunger Londoners aged between 18 and 44 years old, who are ready to get back to living life, the film reminds Londoners that public transport isn\\u2019t just about routes and timetables. It\\u2019s about our lives. The film features real members of the public to authentically communicate the personal journeys that we all take with the TfL network.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eHead of Customer Marketing and Behaviour Change at TfL said:\\u00a0\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cIn my opinion very few brands are so linked to a city as TfL is to London. When VCCP first showed us this campaign as part of their pitch presentation, we were delighted to see our network, our most recognisable branding devices and our role as the facilitator of London life all brought to life in such a charming way. We hope that this campaign will welcome Londoners back \\u003c\\\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand motivate them to get back to living life again to their fullest.\\u0022\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Learman\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, \\u003c\\\/span\\u003e\\u003cb\\u003eCreative Director at VCCP added:\\u00a0\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003e\\u201c\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL and London are inseparable. No other brand reflects the city more and shares so much in both its success and hard times. Its world famous, iconic signage and transport are proud emblems of our city. We\\u2019ve used the much loved, iconic signage across the campaign to remind people of the role of TfL in their daily lives and what makes London so unique.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eDirected by celebrated HLA Director, \\u003cstrong\\u003eSimon Ratigan\\u003c\\\/strong\\u003e, the shoot was conducted in the tightest levels of lockdown, forcing the AV and Stills team into new approaches which required the highest level of safety precautions. A small mobile crew spent three days on the network, touching all parts of London and shooting real people using the network, rather than actors, allowing us to get real emotions and reflect the true character of London and the TfL network.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign will run until the end of September rolling out across TV, VOD, social media executions across Facebook, Instagram and Twitter. OOH, online video across YouTube as well as CRM. Alongside this, Wavemaker Content partnered TfL with TimeOut magazine for print and digital content.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"quote\":\"We\\u2019ve used the much loved, iconic signage across the campaign to remind people of its role in their daily lives and what makes London so unique.\",\"quotee\":\"Simon Learman, Creative Director at VCCP\",\"blockId\":\"Zn17di\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Zn17di\"} \/-->\n\n<!-- wp:lazyblock\/carousel {\"items\":\"%5B%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1%22,%22caption%22:%22%22,%22id%22:13782,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13782%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/TFL_40sec_WIP_Master_12_05_21_Viewing-QT.00_00_37_14.Still003-1-1.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22TFL_Welcome_Back_Stills.0003%22,%22caption%22:%22%22,%22id%22:13783,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13783%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/TFL_Welcome_Back_Stills.0003.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22TFL_Welcome_Back_Stills.0007%22,%22caption%22:%22%22,%22id%22:13784,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13784%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/TFL_Welcome_Back_Stills.0007.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22TFL_Welcome_Back_Stills.0019%22,%22caption%22:%22%22,%22id%22:13785,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13785%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/TFL_Welcome_Back_Stills.0019.png%22%7D%7D,%7B%22image-1152x648%22:%7B%22alt%22:%22%22,%22title%22:%22TFL_Welcome_Back_Stills.0012%22,%22caption%22:%22%22,%22id%22:13786,%22link%22:%22https:\\\/\\\/www.vccp.com\\\/?attachment_id=13786%22,%22url%22:%22https:\\\/\\\/www.vccp.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/TFL_Welcome_Back_Stills.0012.png%22%7D%7D%5D\",\"arrow-controls\":true,\"blockId\":\"2cwKAT\",\"blockUniqueClass\":\"lazyblock-carousel-2cwKAT\"} \/-->","post_title":"TfL 'Welcome back. Tube it. Bus it. Train it.'","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-welcome-back-tube-it-bus-it-train-it","to_ping":"","pinged":"","post_modified":"2021-08-09 12:08:57","post_modified_gmt":"2021-08-09 11:08:57","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=13778","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":14880,"post_author":"57","post_date":"2022-05-24 10:24:55","post_date_gmt":"2022-05-24 09:24:55","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"712047773\",\"blockId\":\"Z7ivWQ\",\"blockUniqueClass\":\"lazyblock-video-Z7ivWQ\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eTfL celebrates the historic launch of the Elizabeth line with a new marketing campaign from VCCP that brings more of London together.\\u003c\\\/b\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL, has today launched the Elizabeth line which will transform travel across London and the South East by dramatically improving transport links, cutting journey times, providing additional capacity, and transforming accessibility with spacious new stations and walk-through trains.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eTfL worked with UK agencies of record, \\u003c\\\/span\\u003e\\u003cb\\u003eVCCP London\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and\\u003c\\\/span\\u003e\\u003cb\\u003e Wavemaker \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto create the integrated campaign which celebrates the most significant upgrade to London\\u2019s transport network since the Jubilee extension. Stretching from Berkshire in the west, through central London and out to Essex in the east, the new work highlights how the Elizabeth line will be crucial to London's recovery from the pandemic, by providing transport users with new journey options across the capital and adding an estimated \\u00a342bn to the UK economy.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Elizabeth line launches with a beautiful 40\\u201d hero film directed by celebrated HLA Director,\\u003c\\\/span\\u003e\\u003cb\\u003e Simon Ratigan, \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eand the creative debuts the new purple Elizabeth line signage, as well as featuring recognisable elements of TfL\\u2019s iconic infrastructure. To elevate the state-of-the-art architecture of London\\u2019s newest railway, VCCP London worked with the \\u003c\\\/span\\u003e\\u003cb\\u003eChineke! Orchestra \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eto record a bespoke arrangement of the famous waltz \\u2018Blue Danube\\u2019 by Johann Strauss. The Chineke! Orchestra brings together musicians from over 30 different nationalities and has just relocated their rehearsal space to Woolwich Works, a stones throw from the new Elizabeth line station. Their involvement is a fitting tribute to how the brand new service is bringing together more people and places, across London, than ever before.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThroughout the film, many of the incredible customer benefits of the new line are highlighted including step free access, more space and faster journey times. The orchestral track is complementary to the new train line, as the music builds to create a soaring crescendo which is a true celebration of the campaign strapline which is \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ebringing more of London together\\u2019.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign targets London and the surrounding areas which the world class line will service as TfL connects more people and places together than ever before. The media communications strategy, as well as the planning and buying for this fully integrated campaign executed by \\u003c\\\/span\\u003e\\u003cb\\u003eWavemaker \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ereflects this. High reaching, high impact media channels including TV and pan-London OOH are supported by a regional approach with VOD, Finecast and regional press to ensure the campaign reaches travellers across the Elizabeth line from Reading in the west and Shenfield in the east. This includes the adaptation of iconic TfL roundels with some of the Elizabeth line\\u2019s key benefits. Appearing in OOH across London, the roundel \\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esigns have been reworked to include slogans such as \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eit\\u2019s here,\\u2019 \\u2018step free,\\u2019 more space,\\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u2019 and \\u2018\\u003c\\\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003efaster journeys\\u2019\\u00a0 \\u003c\\\/span\\u003e\\u003c\\\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ein TfL\\u2019s signature sans-serif typeface to maintain TfL\\u2019s world-famous identity. Alongside this, TfL has also wrapped several iconic London buses with bespoke creative to celebrate the line and raise awareness of the Elizabeth line across the capital.\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMiranda Leedham, Head of Customer Marketing \\u0026amp; Behaviour Change at Transport for London\\u003c\\\/b\\u003e \\u003cb\\u003esaid\\u003c\\\/b\\u003e\\u003cb\\u003e:\\u003c\\\/b\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cAt TfL we are incredibly committed to bringing our capital the best service possible and the opening of the Elizabeth line is set to be a truly historic moment for London and the UK. We\\u2019re delighted with the end product of our new campaign and we look forward to welcoming our customers to the Elizabeth line and bringing more of London together.\\u201d\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Learman, Creative Director at VCCP London\\u003c\\\/b\\u003e \\u003cb\\u003eadded:\\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \\u201cThe TfL network is the lifeblood of the nation\\u2019s capital, so we set out to create a film that celebrated how the new Elizabeth line will connect\\u00a0 more of London and beyond. It\\u2019s not every day you get to work on such a significant launch and with musicians of the stature of Chineke. This elegant and exhilarating film is a fitting tribute to the spectacular new Elizabeth line, brought to life through a truly wonderful orchestra.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003e\\u00a0Kelly Parker, Chief Operating Officer at Wavemaker UK commented: \\u003c\\\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u201cThe Elizabeth line is the jewel in the crown of the TfL network, connecting London from East to West. It was therefore vital that the strategy for the media communications, planning and buying reflected this reach, ensuring that everyone the new Elizabeth line touches can experience this beautifully created campaign. It\\u2019s been a pleasure to work with the team at TfL and VCCP London to create this elegant moment in time.\\u201d\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign for the Elizabeth line is live from today and will run in London for 6 weeks across TV, VOD, radio, online video, digital display, OOH, DOOH, print, CRM, Door Drops and special build bus wraps.\\u00a0\\u003c\\\/span\\u003e\\u003c\\\/p\\u003e\",\"blockId\":\"Z1KjxcF\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1KjxcF\"} \/-->","post_title":"TfL Elizabeth Line","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tfl-elizabeth-line","to_ping":"","pinged":"","post_modified":"2022-05-27 14:24:34","post_modified_gmt":"2022-05-27 13:24:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=14880","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work\/17217","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/64"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=17217"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}