Millions of people will get an enticing glimpse of Portsmouth as they trudge through London's hot and crowded Tube stations this month.
New posters have gone up on the Underground, promoting the city as a great place for a refreshing and relaxing day out on the waterfront.
The billboards show visitors enjoying shopping, historic attractions and leisure time in Portsmouth. Alongside a montage of photographs, the message is: Escape to the waterfront.
They will be on view in the capital during July along with thousands of leaflets and a social media campaign.
The advertising was put together by the council with fellow members of the Portsmouth Destination Partnership – the Emirates Spinnaker Tower, Gunwharf Quays and Portsmouth Historic Dockyard.
To back up the campaign, the council's website visitportsmouth.co.uk is also promoting the 'escape' theme and encouraging visitors to stay overnight – one of the key aims of the city's tourism strategy.
Cllr Donna Jones, Leader of the Council, said: "This advertising campaign promotes Portsmouth to a huge and very varied audience – not just those living and working in London, but all the British and international visitors in the capital in July.
"The idea is to highlight all the different ways to unwind and enjoy yourself on our waterfront, if you need to escape from London for a while."
During the summer, VisitPortsmouth will also run a Treasure Island competition, with a range of prizes hidden around the website, ranging from a Henry VIII duck to a £50 Gunwharf gift card or a night in a hotel.