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Green line coaches; cheap day-return tickets, by Pierce, 1949

  • Published by London Transport, 1949
  • Printed by The Baynard Press,
  • Format: Double royal
  • Dimensions: Width: 635mm, Height: 1016mm
  • Reference number: 1983/4/6273

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London's transport system

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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

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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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From its first pictorial poster in 1908, the Underground and then London Transport have promoted sightseeing in the capital. Posters encouraged visitors and Londoners alike to either take a conducted tour or to explore the city themselves. Well known landmarks such as Nelson's Column and Buckingham Palace featured the most frequently, although lesser known places of interest were also publicised. Many posters focused on a specific sight, others simply encouraged visitors to 'See London by coach' or 'See London in summer'. Green line coach and country bus services allowed sightseeing to extend beyond the city.
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Buildings & monuments

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A historic city such as London has many important buildings and monuments. The iconic image of the Houses of Parliament or Nelson's Column often appeared in London Transport posters. Some encouraged travel to those specific landmarks, others were to promote conducted tours. Lesser known buildings and monuments in and around London were also publicised. As well as traditional buildings and monuments of historic significance, new architectural developments in London have also been celebrated in posters.
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