Winter Cavalcade, by Margaret Barnard, 1938
- Published by London Transport, 1938
- Printed by Waterlow & Sons Ltd, 1938
- Format: Panel poster
- Dimensions: Width: 318mm, Height: 255mm
- Reference number: 1983/4/10363
London's calendar has always been full of public events. These range from large scale annual events and one-off festivals, for which thousands of Londoners take to the streets, to smaller exhibitions held at a variety of specific venues. Transport companies have always taken the opportunity to promote travel to such events through their posters. On public holidays, when there were no scheduled events to promote, posters encouraged Londoners to travel out into the countryside or to explore the city.
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A wide variety of exhibitions in London have been promoted by posters. They range from large annual events, such as the Motor Show at Olympia, to cattle and dairy shows at Royal Agricultural Hall. Exhibitions have also been held in Underground stations. From the late 1920s to the mid 1960s, a variety of exhibitions were held in the booking hall at Charing Cross (now Embankment). Since 2000, Platform for Art has also exhibited work at stations, particularly on their designated platform at Gloucester Road.
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London's sporting calendar has always been well advertised by London Transport. Leading artists took pride in designing posters for major annual events, such as Cup Finals, the Boat Race and Wimbledon Tennis Championships. Local football, rugby and cricket fixtures were also publicised for their ease of access by public transport. Other spectator sports to have featured on posters include show jumping, greyhound racing, ice hockey and speedway. Although outside the capital, the Derby at Epsom was advertised as it could be reached by a special bus service. Surprisingly the 1948 Olympics only appeared on one pictorial poster.
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