You know travel is back when….arch rival tour operators G Adventures and Intrepid Travel have both unveiled new ad campaigns targeting commuters across London’s transport systems. 

G Adventures’ “When was the last time you felt like this?” campaign, in which the company aims to showcase the joys of small-group adventures, features digital posters in London Underground stations and escalators. The month-long promotion, which is taking place while rail strikes disrupt travel in the United Kingdom, is targeting prospective customers who have returned to their offices.

“With London office workers quickly returning to our capital, that sense of ‘Groundhog Day’ was starting to set in,” said G Adventures Marketing Director Ant Stone.

London’s free newspapers, the Evening Standard and Metro, will also feature weekly content from G Adventures.

Meanwhile, Intrepid Travel has posted ads in London Underground stations and on buses, among other places, featuring the slogan “Travel Is Back For Good.” It’s the company’s first-ever big brand campaign in the UK.

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Tags: advertising, g adventures, intrepid travel, london, marketing, public transportation, tour operators, united kingdom