G Adventures is instigating its largest brand campaign across London’s transport systems.
The month-long ‘When was the last time you felt like this?’ promotion has been designed to target would-be-travellers along their commuting journeys despite the national rail strike over three days this week.
The adverts are designed to “celebrate those joyous moments you can only get when travelling on a small-group adventure”.
Running across out of home, digital, social media, audio, and print media throughout June and early July, the campaign timing takes into account planned London Tube strikes and targets travellers of all ages.
For those travelling in from outside London, popular commuter routes will feature artworks across trains and railway stations.
London Victoria station’s ticket barriers will be transformed into a gallery of travel moments, while digital posters will run across London Underground stations and escalators. QR codes make call to actions quick and easy for those on the move, while location-targeted Spotify ads and paid media will run across key commuter hotspots during peak hours.
London’s free newspapers, the Evening Standard and Metro, will feature weekly content from the adventure operator.
G Adventures marketing director Ant Stone said: “With London office workers quickly returning to our capital, that sense of ‘Groundhog Day’ was starting to set in.
“Being a travel brand that specialises in taking travellers out of their comfort zones and building epic memories, we recognised we had the perfect antidote.
“Our trips are filled with freedom and fun, and this campaign sets out to transport commuters to those unforgettable micro-moments that happen when you take an adventure.”