M&C Saatchi has created a lovely vibrant campaign for Transport for London, centering on the upcoming Tour de France cycle race in London, slated for July 7. The campaign that encompasses outdoor, press, digital and radio promotes the event and, which is yet more important for the Londoners, tells about the free routes on the day of the competition.

The campaign launched on June 9 under the “Attention! Le Tour de France” tagline that was featured against flamboyant graphic portraits of cyclists. The goal of the campaign is to let residents of the capital plan their routes comfortably ahead of the world’s greatest cycle race, coming to the UK for the second time in its history. The posters also feature warning messages, informing customers on the road closures.

The dedicated page on the Transport for London website details the route that will be spanning from Yorkshire to London in three stages, from July 5 (from Leeds to Harrogate) through July 7 (from Cambridge to Greater London). The destination also features maps and schedules, so that people in London could get prepared.

“Transport for London is famous for its iconic posters. And with this campaign we wanted to capture the spirit of The Tour while giving helpful information to customers,” commented Grant Parker, Head of Art at M&C Saatchi.