By John Glenday | Reporter

May 24, 2022 | 2 min read

Transport for London (TfL) has marked the belated launch of the Elizabeth Line with an integrated campaign celebrating enhanced transport connectivity.

Pomp and circumstance was provided by a bespoke arrangement of Blue Danube by the Chineke Orchestra to put travelers in the mood for subterranean rail, part of a wider integrated campaign letting Londoners know of the new route stretching from west to east across the city from Berkshire to Essex.

Led by VCCP London and Wavemaker, the campaign focuses on a hero film placing the regal purple signage front and center in a tribute to how the physical infrastructure has permanently altered the flow and fabric of the capital.

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Simon Learman, creative director at VCCP London, said: “The TfL network is the lifeblood of the nation’s capital, so we set out to create a film that celebrated how the new Elizabeth line will connect more of London and beyond. It’s 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.”

Straplined ‘bringing more of London together,’ the campaign points to how the new line will deliver step-free access, more comfortable carriages and faster journey times for travelers.

The London-wide campaign spans TV, VOD, radio, online video, digital display, out-of-home (OOH), digital out-of-home (DOOH), print, CRM, door drops and special build bus wraps.

The opening comes seven years after TfL gave the public their first glimpse of the planned Crossrail stations and trains, originally expected to enter service in 2017.

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