Eric White, Corporate marketing manager, The Trocadero, London
I tend to leave the Christmas shopping until after the office lunch on
Christmas Eve. Seconds after plunging into the crowds, I bemoan not
being organised enough to use one of those seasonal overnight delivery
offers - ginger preserves for aunts, hot-air balloon rides for someone
special, and just a phone call away.
I vow to do better next time. But just as I prepare to scan the
classified columns for ideas, along comes a campaign to persuade me to
brave the great outdoors.
For the first time in many years, London Transport is running a generic
campaign for buses and the Underground.
The message is simple enough - I can get around town if I’m smart enough
to use you-know-what. The illustration of Piccadilly Circus is colourful
- blues, reds and greens play on curved shapes and tricks of
perspective. Amid the bright lights and hustle and bustle, it shows
shoppers making progress, seated on top of a bus or descending into the
warm bosom of the Underground.
You can’t miss the posters. They’re at every station and staring down
from city centre buses.
The thing is, you don’t mind. They brighten up the winter gloom and
offer light relief rom the plethora of film posters, advertising movies
that wouldn’t stand a cat in hell’s chance if the kids weren’t on school
holidays and you weren’t tired of hearing them scream for their new Sony
Design agency Basten Greenhill Andrews draws on LT’s heritage, but it
has brought the theme nicely up to date.
And if you really want to stay sane, London Transport even offers a
Christmas and New Year timetable to make sure you have no excuses for
arriving home after the kids have gone to bed, too tired to wait for
Santa’s reindeers. Now that is a way to get around town. Where’s my
This article was first published on Marketing