London at its brightest, by unknown artist, 1934
- Published by London Transport, 1934
- Printed by Waterlow & Sons Ltd,
- Format: Double royal
- Dimensions: Width: 635mm, Height: 1016mm
- Reference number: 1983/4/4022
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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Theatre & cinema
London's West End was often promoted by the Underground for its numerous theatres and cinemas. Posters encouraged passengers to travel there in the evenings and weekends. Others encouraged commuters to watch a film or see a show after work, rather than travelling home at rush hour. Theatres on the outskirts of London, such as Kingston and Hammersmith, were also occasionally advertised. At Christmas, London Transport issued posters specifically to promote seasonal pantomimes. These were particularly popular in the 1950s.
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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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Greyhound racing was an immensely popular spectator sport during the interwar years. Posters promoted travel by Underground, tram and bus to venues across London. Wembley, Harringay and White City Stadiums were the most widely advertised. Predominantly held in the evening, greyhound racing was an excellent sport to encourage off peak travel.
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