FROM Oxford Circus to High Street Kensington, passengers on the London Underground are being encouraged to make Swansea Bay their next stop.
Images of Gower have gone up on tube trains in the lead-up to Swansea City's forthcoming games this month in the London area against Tottenham, Reading and Fulham.
Swansea Council has included QR (Quick Response) codes on the posters that people using smart phones can scan over to be directed to the official Visit Swansea Bay website.
The build-up to Christmas is traditionally the busiest time of the year on the London Underground because of the combination of commuters, Christmas shoppers and party-goers. That means many hundreds of thousands of people will see the posters over the next fortnight or so.
Councillor Nick Bradley, Swansea Council's Cabinet Member for Regeneration, said: "The run of Swans' games in the London area this December makes it a great opportunity not just for the team to climb the Premier League table even further, but also for Swansea Bay to make the most of the matches as a visitor destination.
"The London Underground is extremely busy throughout the year, but it's absolutely heaving in the month that builds up to Christmas. This means it's a great time to put up posters of Swansea Bay that will catch the eye of a huge number of passengers. The posters have already led to a lot of positive comments on Twitter.
"We hope this will encourage people to visit and spend their money here."
The posters will stay up on the London Underground until December 30. They're up on trains throughout the tube network.
The Swans play Tottenham Hotspur on Sunday (December 16) at White Hart Lane before taking on Reading on Boxing Day and Fulham on December 29.