Five times TfL got creative with experiential marketing

While the debate rages over the Underground's pertinence as a public service, Transport for London (TfL) has turned itself into a brand open to experiential. We take a look back on five of its best activations.

TfL hosted live music on-board Routemaster buses last year (TfL/Thomas Riggs)
TfL hosted live music on-board Routemaster buses last year (TfL/Thomas Riggs)

TfL and Oxjam Bus Jam gigs on board new Routemaster bus – May 2014

TfL’s in-house events team partnered with Oxfam to raise awareness of the charity’s month-long music festival, Oxjam, by hosting exclusive music shows on-board the new London buses.

The performances also formed part of TfL’s 2014 Year of the Bus campaign, and featured the likes of Laura Mvula and Omar.

TfL enlists furry friends for above-ground map launch – August 2014

The brand entered the world of PR stunts last year when it brought goats and an alpaca onto the transport network to promote its illustrated, above-the-ground map, which included the animals’ home of Vauxhall City Farm.

Fred and Barney the goats and Ben the alpaca were visiting Vauxhall tube station, greeting Londoners at the station's entrances as people travelled to work.

TfL brings back LFW bus stop exhibition – September 2014

American fashion photographer David LaChapelle partnered with TfL to create a gallery with a difference, ahead of September's London Fashion Week last year. The tops of a number of bus shelters throughout the capital were turned into works of art, meaning travellers could enjoy a cultural experience from the top deck.

Each image depicted glowing scenes of landscapes, using handcrafted scale models constructed from everyday objects such as hair rollers, drinking straws and tin cans.

TfL to host pop-up cinema in celebration of night tube – April 2015

While transport unions continue to combat the introduction of the night tube, TfL celebrated it with the launch of a pop-up cinema at a disused station near Charing Cross. Underground Film Club was recruited to transform the space, which was used to screen classic films such as American Werewolf and Blade Runner.

TfL partners with MySingleFriend for Valentine's event – February 2015

TfL proved they were a brand for lovers this Valentine's Day by teaming up with dating website The event, which took place on 12 February, saw singletons take part in a 20-minute speed-dating event on board Emirates Air Line cable cars.

Before the main event, guests travelled from the London Eye Pier to North Greenwich on board MBNA Thames Clippers, and headed to All Bar One at The O2 for discounted drinks afterwards.

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