Communique 360 won the brief following a four-way pitch.
The campaign offers two-for-one entry at attractions such as the Tower of London, Madame Tussauds, The London Dungeon, London Aquarium, London Zoo, Hampton Court and the London Imax cinema. This is the fourth year that London train companies have linked up with London attractions.
A door drop will target around 1.7m households and previous customers will be the subject of an opt-in database.
The eight-month initiative will run from October and is backed by TV, cinema, radio, point of sale, press and poster work.
Sunara Spires, the client services director at Communique 360, said: "We discovered that 25% of redemptions were via the 'Offers by Train' website and that figure was achieved by little website awareness and no online promotion.
"The campaign we are rolling out will centre on this rising star and encourage increased site traffic."
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