Transport for London (TfL) is launching its new ‘TfL Cycle Sundays’ campaign to encourage Londoners to embrace cycling this summer, in partnership with its agencies of record VCCP London and Wavemaker UK.

Launching this week, in time for the Ford RideLondon FreeCycle, this fully integrated OOH, digital and social campaign includes more than 60 localised cycling leisure routes carefully selected by TfL and its range of London cycling partners. The routes, available via the TfL website and TfL Cycle Sundays Club in the Strava app are part of the campaign aimed at promoting the exploration of local areas by bike and addressing barriers to cycling felt by many Londoners.

This campaign supports TfL’s goal of increasing the percentage of trips made by sustainable modes to 80% by 2041, up from 63% in 2015. TfL is targeting both new cyclists and those who have cycled within the past year to have a go at cycling.

To capture the essence of local exploration, the campaign uses real Londoners cycling through the city, captured by London based photographer Nico Froehlich, alongside hand-drawn illustrated stickers reminiscent of cycling culture by Londoner Alice and the Ink. The visual identity brings a sense of adventure and community to the campaign.

The campaign also features cycling discounts and offers, and is promoted through D/OOH, social media, radio, targeted digital audio, and TfL’s owned digital channels. Engaging social media content on Meta and TikTok will build awareness and encourage Londoners to share their own #CycleSundays experience.

Find out more on VCCP.