Head in the Clouds
Last week marked the start of a new chapter for London’s only Cable Car, with IFS taking over from the airline Emirates in a sponsorship deal that will see the Cable Car terminals rebranded as IFS Cloud Royal Docks and IFS Cloud Greenwich Peninsula. The attraction, run by Transport for London (TfL) is now firmly established as a familiar part of the London skyline and is widely used for both leisure and commuting to work.
Those who visited the launch event at City Hall last week, which is right next door to the Cable Car, will have noted the colourful makeover – with newly purple cabins (not a dissimilar colour to the Elizabeth Line, just down the road at Custom House!) dotting the sky.
Our partnership with the new sponsor, IFS, represents an exciting opportunity to reinvigorate the current cars and continue to build on the success of the most unique part of London’s skyline.
Josh Crompton, TfL’s Head of the London Cable Car
The new partnership aims to put IFS on the map, by raising the brand’s profile with the millions of people travelling on the cable car, as well as those visiting events at ExCeL London and the O2.
As Josh Crompton, TfL’s Head of the London Cable Car, said: “Over the last decade, we have seen the London Cable Car attract tens of millions of visitors and secure its place as a must-visit UK attraction. Our partnership with the new sponsor, IFS, represents an exciting opportunity to reinvigorate the current cars and continue to build on the success of the most unique part of London’s skyline.”
The route was first launched in 2012 under the brand Emirates Airline, however the sponsorship arrangement expired in June 2022, with TfL inviting submissions from new sponsors. According to TfL various tech companies and app brands were interested, but IFS were selected and signed a 5-year contract worth up to £2.1 million.
The purple is certainly eye-catching, but in our opinion, the views across the Docks, still hold their own, which is why the Cable Car remains a social media sensation.
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