Boat signage

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Sunday 10 August 2014 4.06pm
A blue notice has appeared on the traffic lights outside Southwark Station. It has an arrow pointing to the river and a picture of a boat. I live in fear of the sarcastic answers I'll receive, but does anyone know what it is for?
Sunday 10 August 2014 6.31pm
River taxi or river bus I think.
Sunday 10 August 2014 6.49pm
Maybe the station staff got bore of being asked what way the river was? (Not being sarcastic! I get the question often from tourists around here)
Sunday 10 August 2014 6.58pm
It's for this service I think, but it's quite a way from Southwark Station. Nearest pick up point is Tate Modern, I think.
Tuesday 12 August 2014 7.17am
I believe it's related to prudential ride london (as it says ride london in small letters at the bottom of the sign). I'm not clear why ride london needed it's own sign for the boat though.

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