Route to Finding New Friends

WeRoad Launches Enticing Campaign on UK London Underground Revealing the Easiest Route to Finding New Friends.

WeRoad, the adventure travel brand known for bringing solo travellers together for unforgettable experiences, today announced the launch of a bold new advertising campaign across the London Underground. The campaign aims to address the growing challenge of forming friendships in adulthood and positions group travel as an exciting solution.

Starting this week, London commuters will encounter WeRoad's eye-catching advertisements in every third tube car, totalling 1100 ad locations throughout the network. The campaign features a single, striking creative design across all Tube Car Panels (TCPs), humorously illustrating the complexities of making friends as an adult and presenting WeRoad's group travel experiences as a refreshing alternative.

WeRoad’s new advertising stunt comes in response to recent research highlighting the difficulties many people face in forming new friendships, particularly after the age of 30. WeRoad's campaign encourages Londoners to step out of their comfort zones and consider travel as a means to forge meaningful connections.

Fabio Bin, CMO of WeRoad, commented on the campaign: "We're thrilled to bring our message to the heart of London's daily commute. This campaign is about more than just promoting travel; it's about addressing a real social need. By plastering our message across the Underground, we're reminding thousands of Londoners daily that adventure and new friendships are just a trip away."

Tomas Gianelli O’Ryan, Creative Director at DUDE says, “We are very excited to take a new step in our efforts to get more people talking about the complexities, ups and downs, and difficulties of making new friends in your 30s. And what a better place than the Underground, where phone signal doesn't reach, we get bored, and are left with lots of time to think”.

The London Underground campaign is part of a larger initiative that includes billboards in London and Manchester and a series of free community events in cities across the UK. These "WeMeet" events, range from yoga sessions to drinks after work where people can make new friends, and taste WeRoad experience on a local scale as well as having the chance to connect with like-minded individuals.

WeRoad's innovative approach to group travel has struck a chord with travellers. The global adventure travel market is valued at around $750 billion annually and is expected to continue growing at a double-digit pace (source:TechNavio - April 2023).

As WeRoad continues to expand across Europe, this London-centric campaign underscores the company's commitment to fostering real-life friendships through shared travel experiences. The campaign was created in collaboration with creative agency DUDE, known for its impactful and memorable advertising solutions.

About WeRoad: WeRoad has been reinventing group travel for millennials since 2017 and is one of the fastest-growing travel platforms in Europe, with offices in Italy, Spain, the UK, France and Germany, as well as operating in the DACH market. It has a strong community DNA with a large social following (over 2.5 million followers). With the strength of its 2,900+ Coordinators, WeRoad has helped over 160,000 travellers to discover the world and make new friends in more than 500 itineraries. Around 60 percent of its customers rebook year-on-year and a third of its bookings is the result of word of mouth.

About DUDE: DUDE: London helps global brands connect with their audience through memorable and powerful campaigns, by finding the sweet spot between globally scalable stories and local insights.