The London cycling initiative has picked up the pace in recent years, and the months throughout the summer are perhaps the peak period for pushing various cycle schemes. That’s precisely what Transport for London has done with their latest marketing campaign.

TFL’s latest marketing campaign entitled “Cycle Sundays” is designed to get Londoners to cycle more often. In partnership with VCCP London and WaveMaker UK, the campaign will be featured across various broadcast and digital outlets including radio, social media, and targeted digital audio; as well as TFL’s owned digital channels.

Cyclers are also invited to get involved using the hashtag #CycleSundays on Meta and TikTok.

As well as the obvious environmental and health benefits, TfL Head of Customer Marketing & Behaviour Change, Miranda Leedham, believes the campaign “will enable more people from all backgrounds to start cycling and exploring new parts of London.”  

“Cycling is not only brilliant for your physical and mental health but also is a great way of getting around and seeing London. You don’t even need your own bike to take part in Cycle Sundays. With around 800 Santander Cycles docking stations across London, you can start your Sunday by hiring a bike and exploring the city.”

VCCP London Creative Director, Caroline Rawlings, emphasised that London’s issues with congestion could be solved with this latest initiative: “Cycling in London has an unfair image problem. Busy roads and lycra. By creating local routes perfect for a relaxed Sunday pootle and then flooding TfL’s incredible media estate with images of real Londoners using them, we hope that people will realise how good it feels to cycle in the city.”

Whilst Sunday’s are ideal for ‘relaxation’, perhaps a pedal through the capital will reignite Londoner’s love for the city.

Find out more about TFL's Cycle Sundays.