Transport for London warns commuters of possible disruption with Tour de France creative
Transport for London (TfL) has released a colourful campaign celebrating the arrival of the Tour de France in London, while raising awareness of travel options during the event.
Launching today (Monday 9 June) the integrated campaign from M&C Saatchi will run across outdoor, press, digital and radio in the lead up to the arrival of the race on Monday 7 July.
The strapline ‘Attention! Le Tour De France’ has been designed to grab people’s attention and will build on the capital’s excitement at hosting the cycle race. Though the event is a great coup for the city the campaign highlights that some journeys may be affected and encourages Londoners to check out the TfL site in advance.
Miranda Leedham, head of marketing operations at TfL, commented: “As well as capturing the excitement of such an iconic event, we also wanted to ensure the city is prepared for its arrival by informing our customers of the travel options available to them. This communication helps to build our reputation for hosting major sporting events by ensuring the city is ready for the impact on travel.”
Grant Parker, head of art at M&C Saatchi, added: “Transport for London is famous for its iconic posters. And with this campaign we wanted to capture the spirit of The Tour while giving helpful information to customers.”
This is the second time the UK has hosted ‘Le Grand Depart’ of the Tour de France, having last hosted the event in 2007. The first of the three stages kicks off in Leeds with the third stage starting in Cambridge before heading into Essex and finally London on Monday 7 July.
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