A new Visit London campaign to promote the outdoors is encouraging consumers to “be a free range Londoner”.

The campaign’s ads—featuring people dressed as eggs in locations including Greenwich Park, the banks of the Regent’s Canal, and the Trafalgar hotel’s roof garden—are aimed at inspiring people living in London and the South East to visit London’s parks, gardens, alfresco restaurants and outdoor events this summer.

The campaign includes promotions in the commuter press, advertising in ticket halls and on bus shelters, Underground media including tube cards and radio ads.

A printed guide has also been produced in cooperation with Time Out for distribution in Time Out London and national press in the South East.

Visit London is working on the campaign with media specialists RKCR/Y&R, OMD, and Cake Publicity.

“We wanted to do something eclectic and stimulating, reflecting the personality of London itself, and we know the campaign will create cut-through,” said Martine Ainsworth-Wells, Visit London’s marketing director. Details: www.visitlondon.com/outdoors