An iconic brand's first podcast
Mind the Gap
Transport for London is woven into the daily life of millions, and known the world over. When they decided to launch their first ever podcast, they came to us to help build it. The idea? Tell the story of the Tube through the people whose lives are bound up in it, and launch it as London Underground celebrated 160 years.
Strategy
Production
Results
Sunday Times Podcast of the Week
Apple New & Noteworthy
National media coverage
Host Tim Dunn, railway historian and lifelong Tube obsessive, meets the people who give the network its character: designer Wayne Hemingway, who created the Underground uniform; radio host Amy Lamé, London's Night Czar; the staff who keep it all moving; and famous fans like TV personality Rylan. Recorded out on the network itself, each episode feels like being shown around by someone who knows every corner of the place.
A brand worth hearing
For a brand as beloved as TfL, a first podcast carries weight. It had to sound like them, and it had to be worthy of a name that means London to people across the world. We worked closely with the TfL team and Tim Dunn to find an idea with real warmth: the network told through the people tangled up in its story, from the staff behind the scenes to Londoners who've grown up with it.
Recorded where it happens
The Tube became our studio. Working around the crowds, the announcements and the noise, our producer captured intimate audio out on the live network, in stations and tunnels most people pass straight through. It gave the podcast a sense of place, and gave TfL a show that transports the listener into the story. The unique access made for real moments too, like taking the famously Tube-mad Rylan down to take the Central Line for the first time in years, and even a ride in the driver's cab.
Brand-building you can hear
The podcast handed TfL a way to show what they're really about, in their own voice, with a warmth most marketing can't reach. It turned the quiet affection people feel for the Tube into something they could listen to, share and enjoy. The feedback proved it landed, winning over listeners who'd never normally choose a show about trains. Mind the Gap gave one of the world's most recognised brands a new way to tell their stories, with real authenticity.
Every brand has stories to tell, and for a heritage brand like TfL, they're endless. A podcast is the one medium made for telling them.
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