Major events change how London behaves. People travel earlier, stay out longer and repeat the same journeys across several days. That is exactly when London bus ads become hard to miss. Your brand is on the road, in traffic, outside venues and on the main routes people actually use.
This guide covers the biggest UK events in 2026, with the dates and practical planning tips so you can advertise on London bus routes at the moments that matter.
Why Major Events Create Better Advertising Opportunities
During large events, people rely more heavily on surface travel. Roads slow, footfall increases, and buses remain visible throughout the day. Unlike short bursts of attention, event periods create sustained visibility across multiple journeys.
London bus advertising benefits because:
- Buses operate before, during and after the event activity
- Routes pass venues, stations, high streets and gathering points
- Campaigns repeat across the same corridors over several days
This consistency supports stronger message recall without relying on one-off exposure.
Plan Your London Bus Advertising During These Events
Six Nations Rugby 2026
This tournament runs 5 February to 14 March 2026, with major fixtures including Twickenham in London.
Best London areas to target
- Twickenham, Richmond and Isleworth corridors
- Hounslow and Chiswick approach roads where traffic stacks
- Rail interchange zones that feed match day traffic
Planning tip
Book a multi week run across key match weekends. It keeps your message in the same neighbourhoods while fans repeat routes.
Grand National 2026
The Grand National runs from 9 to 11 April 2026 at Aintree, with Ladies Day on 10 April.
How London brands can use it
- Target routes serving Euston and King's Cross St Pancras for outbound travel
- Use bus interior ads on commuter routes during the build up week
- Run creative that matches spring leisure and hospitality spending
Planning tip
Start your campaign 7 to 14 days before race weekend to catch the anticipation and travel planning.
London Marathon 2026
The London Marathon takes place on 26 April 2026. This is one of the best weeks of the year for broad London exposure because the city is busy from early morning through late evening.
Best London areas to target
- Central river corridors where journeys slow down
- East London routes near major viewing areas
- Interchange and high street zones used by supporters
Planning tip
Use bold, simple creative with a quick call to action. People are moving, scanning, and looking for cues.
RHS Chelsea Flower Show
Chelsea Flower Show runs from 19 to 23 May 2026. It draws a premium audience and steady footfall across several days.
Best London areas to target
- Chelsea, Sloane Square and South Kensington corridors
- Routes through Knightsbridge and Victoria connecting the travel flow
- Use bus rears on congested approach roads
This is a strong window for premium retail, lifestyle, finance, travel and home brands.
Royal Ascot
Royal Ascot takes place from 16 to 20 June 2026. It is another premium moment where travel patterns become predictable.
Smart London targeting ideas
- Routes serving Paddington, Victoria and Waterloo for onward travel
- West London commuter corridors with leisure crossover
- Use bus interiors to capture weekday build up journeys
Wimbledon Tennis Championships
Wimbledon runs from 29 June to 12 July 2026 and brings concentrated movement through south west London.
Where to advertise
- Wimbledon, Southfields and Putney routes
- Station approach roads where traffic stacks
- Central routes used by visitors staying in Zone 1
Planning tip
This event rewards consistency. A two week campaign stays in view as spectators make repeat trips.
Formula 1 British Grand Prix
The British Grand Prix runs from 2 to 5 July 2026 at Silverstone.
How to make it work in London
- Use bus sides on commuter routes where F1 coverage lifts interest
- Target routes near mainline stations used by travelling fans
- Run a build up schedule so the campaign lands before race weekend
Edinburgh Festival Fringe
The Fringe runs from 7 to 31 August 2026. Even though it is in Edinburgh, it signals peak UK travel and cultural spending.
Tip for brands
Use central London routes and tourist heavy corridors in August to capture summer footfall while audiences are already out and moving.
Great North Run
Great North Run takes place on 13 September 2026. Use it as a September fitness and back to routine moment in London.
Where to target
- Commuter routes into central London
- High streets near gyms, parks and retail areas
- Interiors for repeat weekday journeys
Tip for brands
This is a useful September moment for fitness, wellbeing, retail and routine resets. Interiors and high frequency routes work well as commuter travel ramps up.
London Fashion Week
London Fashion Week runs from 17 to 21 September 2026.
Best London zones to target
- Soho and Mayfair for fashion and retail overlap
- Shoreditch and East London creative corridors
- Oxford Street and Regent Street for shopper footfall
Fashion week is ideal for short sharp messaging that pushes a drop, launch or limited window offer.
Choose the Right Bus Format for Event Weeks
A simple rule works well:
- Use bus rears for high dwell traffic routes and local dominance
- Use bus sides for broad coverage across busy corridors
- Use bus wraps when you want maximum attention around a key week
Why 2026 Planning Matters for Bus Advertisers
Major events are scheduled well in advance. Bus advertising works best when planned the same way. Early booking allows brands to secure priority routes and align creative with real world movement.
London bus adverts are strongest when they follow how people travel during key moments rather than competing for attention afterwards.
Ready to Plan Your Event Led Bus Campaign
At London Bus Advertising, we help brands plan campaigns around the UK’s biggest moments. From single location targeting to wider London coverage, we make sure your message stays visible when audiences are most active.
If you are planning to advertise on London buses in 2026, get in touch with us and let's build a campaign around the events that drive real visibility.
FAQs
Why are major events the best time to advertise on London buses?
They increase travel frequency and repeat journeys, giving brands stronger exposure across familiar routes.
Which bus ad formats work best during events?
Bus sides, rears and wraps perform well due to high visibility near venues and transport hubs.
How far in advance should brands plan event campaigns?
Ideally, several months ahead to secure priority routes and optimal timing.
Can bus advertising support national events outside London?
Yes, many event audiences travel through London, making bus advertising effective even for regional events.