New Osterley station, by unknown artist, 1934
- Published by London Transport, 1934
- Printed by Waterlow & Sons Ltd,
- Format: Double royal
- Dimensions: Width: 635mm, Height: 1016mm
- Reference number: 1983/4/3806
Beyond the city
Leisure travel into the area now known as Greater London (and beyond) was promoted to increase revenue during off-peak periods. For similar commercial reasons, commuters were encouraged to live further out from the city in the new suburbs.
Posters advertising days out by tube, bus or tram, were prominently displayed at station entrances and on the vehicles themselves. They include some of the most attractive and evocative posters produced by the Underground/London Transport.
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Interwar London witnessed an unprecedented housing boom, fuelled in part by the expansion of the tube system. Following the earlier success of the Golders Green extension, new suburbs were vigorously promoted by the Underground.
An even more ambitious policy of suburban development, known as Metro-land, was pursued by the Metropolitan Railway in north west London.
Both companies used posters to sell the ideal of a better life in semi-rural surroundings, connected to the city by fast and reliable electric trains.
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London's transport system
By 1914 the Underground Group ran most of the Tube lines, three tram systems and the main London bus company, the LGOC. The posters publicise all these transport modes. Outside the Underground Group were the Metropolitan Railway and London County Council (LCC) Tramways, which ran separate poster campaigns. All these companies were merged into London Transport (LT) in 1933. The four main line railway companies also used posters to promote their London suburban services. Transport for London (TfL) replaced LT in 2000 with wider responsibility including taxis, streets, river services and some overground rail.
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The Underground has a long tradition of high quality station architecture, and has consciously promoted its best new environmental design through posters since the 1920s. More than 50 pre-war stations, including many designed by Charles Holden, are now listed buildings. New developments, station modernisation and openings, artistic decorative schemes and special exhibitions at stations such as Charing Cross (Embankment), which had its own display gallery until the 1960s, have all been featured in posters
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