In the good-old-bad-old-days before the Oyster card, there was confusion about when the “Cheap day return” ticket was valid. It was being under-used in the evening, so London Transport asked us for a poster to explain that the ticket was valid at any time after 10am and to encourage more people to use the ticket at night.
This poster won a poster award and was also shown in a special exhibition in the Museum of Modern Art in New York.
London Transport needed posters to have on file to fill unsold poster sites on platforms, escalators etc. This is from a tactical campaign that encouraged people arriving in London by rail to use the underground.
Following a long tradition, each poster was illustrated by a top commercial artist of the day. I commissioned Mick Brownfield to execute this poster for St Pancras.