Cheap tickets to town; shop between 10 and 4, by Harold Sandys Williamson, 1939
- Published by London Transport, 1939
- Printed by Dangerfield Printing Company Ltd,
- Format: Double royal
- Dimensions: Width: 635mm, Height: 1016mm
- Reference number: 1983/4/5374
The range of entertainment on offer in London provided countless vibrant and enticing subjects for transport posters. Rather than advertising specific venues or events, posters usually promoted general activities such as shopping or going to the theatre. Many aimed to encourage travel to the city in the evenings and at weekends. Others encouraged regular commuters to stay in the city after work, rather than travelling home at rush hour. In the 1930s, posters were also issued with listings of specific events scheduled for that week.
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Some of the Underground's most iconic posters promote shopping. Many reminded the public of seasonal events, such as the winter or summer sales. Others encouraged shopping trends, such as travelling at off-peak times or shopping early for Christmas. These posters were predominantly aimed at women. Although the West End and Kensington were always the principal shopping districts, a small number of destinations outside central London were promoted for their shops.
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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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Tickets & fares
Relatively few London Transport posters are just about promoting more ticket sales on the system. Like any urban transport system, London's is often overloaded at peak times. Posters have always targeted travel outside the peaks with special offers on leisure journeys because the objective is to increase revenue but spread the load. The ideal is more passengers but at different times.
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