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People who rarely or never use the Tube for off-peak travel are the target of a major new advertising campaign - "Making London Simple" - launched by London Transport today.
The campaign highlights the simplicity of the Tube system for leisure and off-peak travel and raises awareness of the benefits of the One Day Travelcard.
Norman Cohen, LT Marketing Director said: "We're seeking to build on successful campaigns of the past by positioning the Tube as the quickest and simplest way to get out and about in London - particularly with the One Day Travelcard.
"Recent research has also shown that people looking to travel around London off-peak often overestimate how long the journey will take, or are unaware of train frequencies and the times of last trains from London. Later advertisements during the campaign will specifically tackle this perception gap
London Transport have appointed BMP.DDB, New PHD and Interfocus to deliver the campaign, which combines above- and below-the-line work.
The advertising schedule includes outdoor 6-sheet posters, 40-second radio adverts and ½-page press adverts.
