How TfL supported a great 2012Games and kept London moving            Stuart Ross       Director of News, TfL           8 ...
How TfL supported a great 2012 Gamesand kept London moving  •   Games transport and comms challenge  •   Get Ahead of the ...
Challenge 1: Scale                        Olympic Games                        17,800 athletes and team officials         ...
Challenge 2: LocationGreater LondonWembley ArenaWembley Stadium                  CENTRAL ZONE                OLYMPIC PARK ...
Challenge 3: Daily Variability                       5
Challenge 4: Diverse audiences to reach,communicate and engage with  Games Family   Spectators         Tube users         ...
Challenge 5: Media and public perception                     7
Partners working together to meet challenge • Throughout, we had twin objectives:   • Deliver a great 2012 Games   • Keep ...
The Transport Demand challenge                           An additional 3 million                           public transpor...
Impact ‘at certain times and in certainlocations’ – The Hotspots        Roads               Tube stations       70%       ...
The ‘Get Ahead of the Games’ campaign• ‘Get Ahead of the Games’  campaign to communicate  directly with  Londoners, commut...
Get Ahead of the Games – Campaign Phases                                                     Olympic       Paralympic  Jan...
GAOTG website – The campaign hub                              @GAOTG Twitter                              and other social...
Detailed info on public transport hotspots...                                      Public transport                       ...
...and on the road network                             Road transport                              hotspot areas          ...
GAOTG Social Media Channels    • GAOTG Facebook Page:      – Simple presence to provide GAOTG news and info    • GAOTG You...
TfL Social Media Channel Summary    • TfL Facebook Page – News and information about      TfL and current campaigns    • T...
Get Ahead of the Games PR – Pre Games (1)                    18
Get Ahead of the Games PR – Pre-Games (2)                    19
TfL Games-time Communications Games-time communications:  Twice daily press notices (7am & 2pm)  Daily Metro content (5a...
4. Exceptional customer experience                     21
London 2012 Games Transport Success• Tube and DLR carried record numbers  – up 35% on normal summer levels• Tuesday Aug 7 ...
From chaos to commendation...                     24
London 2012 – Transport & Comms Legacy Transport Legacy: •   £6.5bn in improved transport links •   Fast, frequent & relia...
London 2012 Games – Social Media Legacy • Get Ahead of the Games campaign ended   following Paralympics • Website remains ...
TfL Twitter Channel Summary                              Followers:                              @TfLOfficial: 55.3k      ...
Questions@stuartross73      28
Tfl Olympic Legacy - Stuart Ross
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Tfl Olympic Legacy - Stuart Ross

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Transport for London's media campaign had to be pro-active. It wasn't just about getting the media on-side - it was about clear messaging, articulate positioning and a complex story. The implications of getting it wrong would have had immense repercussions for the success of the Games.

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  • Britain's 'largest peacetime logistical exercise’ The greatest logistical challenge any city can faceOlympic Games equivalent to 26 simultaneous world championshipsParalympic Games the second biggest sports competition in the worldOlympic Games:17,800 athletes and team officials5,000 Olympic Family officials22,000 media7.4 million ticketed spectatorsParalympic Games:4,000 athletes and team officials1,000 Paralympic Family officials4,000 media2.7 million tickets
  • Unlike some previous host cities with out of town venues, London’s Olympic Park was in the heart of the capital – just three stops on the Central line from Liverpool Street station and the City of LondonAnd a host of existing venues and iconic London settings were used for events across the rest of the cityThis meant spectators and the Games Family had to combine with Londoners and commuters on the city’s already busy public transport and roads
  • Every day of the Games was unique and brought unprecedented challenges to London’s transport system. E.g.Torch relay and rolling road closuresHuge crowds and closed roads for road events – 1 million for cycling road racesStart of athletics competition doubled spectator population of Olympic Park in one goParalympic events concentrated in East London, with many school groups going to events
  • TfL had twin objectives:Support a great Games – help athletes and officials reach events on time, and providing slick and friendly transport for spectatorsKeep London moving – ensure Londoners could get around and help businesses make the most of opportunities from the Games
  • JOURNEY START (Waterloo station)>FREE GAMES TRAVELCARDZone 1-9 travelcard issued to all event ticketholdersGames Family (e.g. athletes, officials, media) provided with free Oyster cards>WEB TRAVEL TOOLS AND SOCIAL MEDIAOver 1 million page views on TfL Journey Planner each dayOver 2.5 million people used the London 2012 Spectator Journey Planner>HIGHLY VISIBLE STATION STAFF4,000 TfL Travel Ambassadors and Incident Customer Service Assistants equipped with iPads and iPhones700 Network Rail Travel Champions>GAMES TRAVEL MAPS & INFORMATION6 million walking maps distributed at key interchange and hotspot stations18 million pocket Tube maps>GAMES SPECIFIC TRAVEL ADVICE>REAL TIME TRAVEL INFORMATIONProvided at the entrance to all stationsSame information provided to media and updated online in real-time>ACCESSIBLE GAMES TRAVEL INFORMATIONImproved accessibility information on TfL Journey PlannerAccessibility guides for Paralympic athletes and mediaAdditional staff deployed at key lifts>STATION HOTSPOT MESSAGINGMost stations unaffected but some stations experienced significant demand at certain timesPassengers pointed to getaheadofthegames.com for travel alternatives>FREQUENT & RELIABLE SERVICESignalling upgrades delivered increased capacityTrains ran an hour later at nightExtra services to cater for “bump-out”>ON-TRAIN VENUE INFORMATION>GAMES TRAVEL VENUE WAYFINDING>ACCESSIBILITY WAYFINDING>SPECTATOR MESSAGINGSigns and announcements used maximise use of available capacity for Olympic Park>HIGHLY VISIBLE STATION STAFFTravel Ambassadors worked with additional operational staffDLR stations staffed throughout the Games (usually unstaffed)All staff recognisable in London 2012 high-vis clothing>FLEXIBLE STATION MANAGEMENTOne-way flow systems designed for event bump-in and bump-outFlip signs erected to dynamically manage passenger flows>DAILY GAMES TRAVEL BULLETINSEvery day of the Olympic and Paralympic Games is differentEvents affecting local transport highlighted to passengers>STATION CROWD MANAGEMENT>INTEGRATED LAST MILEGames “look book” created to ensure clear and consistent signageFully integrated operational plans established between Transport for London, rail operators and LOCOG>JOUNEY END (Olympic Park)
  • JOURNEY START (Waterloo station)>FREE GAMES TRAVELCARDZone 1-9 travelcard issued to all event ticketholdersGames Family (e.g. athletes, officials, media) provided with free Oyster cards>WEB TRAVEL TOOLS AND SOCIAL MEDIAOver 1 million page views on TfL Journey Planner each dayOver 2.5 million people used the London 2012 Spectator Journey Planner>HIGHLY VISIBLE STATION STAFF4,000 TfL Travel Ambassadors and Incident Customer Service Assistants equipped with iPads and iPhones700 Network Rail Travel Champions>GAMES TRAVEL MAPS & INFORMATION6 million walking maps distributed at key interchange and hotspot stations18 million pocket Tube maps>GAMES SPECIFIC TRAVEL ADVICE>REAL TIME TRAVEL INFORMATIONProvided at the entrance to all stationsSame information provided to media and updated online in real-time>ACCESSIBLE GAMES TRAVEL INFORMATIONImproved accessibility information on TfL Journey PlannerAccessibility guides for Paralympic athletes and mediaAdditional staff deployed at key lifts>STATION HOTSPOT MESSAGINGMost stations unaffected but some stations experienced significant demand at certain timesPassengers pointed to getaheadofthegames.com for travel alternatives>FREQUENT & RELIABLE SERVICESignalling upgrades delivered increased capacityTrains ran an hour later at nightExtra services to cater for “bump-out”>ON-TRAIN VENUE INFORMATION>GAMES TRAVEL VENUE WAYFINDING>ACCESSIBILITY WAYFINDING>SPECTATOR MESSAGINGSigns and announcements used maximise use of available capacity for Olympic Park>HIGHLY VISIBLE STATION STAFFTravel Ambassadors worked with additional operational staffDLR stations staffed throughout the Games (usually unstaffed)All staff recognisable in London 2012 high-vis clothing>FLEXIBLE STATION MANAGEMENTOne-way flow systems designed for event bump-in and bump-outFlip signs erected to dynamically manage passenger flows>DAILY GAMES TRAVEL BULLETINSEvery day of the Olympic and Paralympic Games is differentEvents affecting local transport highlighted to passengers>STATION CROWD MANAGEMENT>INTEGRATED LAST MILEGames “look book” created to ensure clear and consistent signageFully integrated operational plans established between Transport for London, rail operators and LOCOG>JOUNEY END (Olympic Park)
  • Tfl Olympic Legacy - Stuart Ross

    1. 1. How TfL supported a great 2012Games and kept London moving Stuart Ross Director of News, TfL 8 November 2012 1
    2. 2. How TfL supported a great 2012 Gamesand kept London moving • Games transport and comms challenge • Get Ahead of the Games campaign • Use of Social Media: • Ahead of the Games • During the Games • In legacy • Excellent customer experience • Success & Legacy • Q&A 2
    3. 3. Challenge 1: Scale Olympic Games 17,800 athletes and team officials 5,000 Olympic Family officials 22,000 media 7.4 million ticketed spectators Paralympic Games 4,000 athletes and team officials 1,000 Paralympic Family officials 4,000 media 2.7 million tickets 3
    4. 4. Challenge 2: LocationGreater LondonWembley ArenaWembley Stadium CENTRAL ZONE OLYMPIC PARK RIVER ZONE Wimbledon Earls Court Olympic Stadium North Greenwich Arena Lord’s Cricket Ground Aquatic Centre Greenwich Park Hyde Park Other Park venues Royal Artillery Barracks Horse Guards Parade ExCel 4
    5. 5. Challenge 3: Daily Variability 5
    6. 6. Challenge 4: Diverse audiences to reach,communicate and engage with Games Family Spectators Tube users Bus users Drivers Walkers and Mobility impaired Businesses cyclists people 6
    7. 7. Challenge 5: Media and public perception 7
    8. 8. Partners working together to meet challenge • Throughout, we had twin objectives: • Deliver a great 2012 Games • Keep London and the UK moving • London 2012 Games transport strategy had four main elements: • Invest in public transport capacity, reliability and accessibility • Enhanced public transport – more and later services • Manage the road network effectively for all road users • Manage travel demand patterns to keep London and the UK moving 8
    9. 9. The Transport Demand challenge An additional 3 million public transport trips on the busiest days of the Olympics • Reductions in the volume of normal On a normal travel, due to school holidays and travel demand management, offset day, 12 million by increases associated with Games and cultural events public transport • So congestion likely at hotspots at trips per day in certain days, times and locations – London not across the entire network • That’s why re-timing, re-routing and changing the way people travelled was so important 9
    10. 10. Impact ‘at certain times and in certainlocations’ – The Hotspots Roads Tube stations 70% 65% Unaffected Unaffected 10
    11. 11. The ‘Get Ahead of the Games’ campaign• ‘Get Ahead of the Games’ campaign to communicate directly with Londoners, commuters and people right across the UK• Information, tips and advice via ads, posters, emails and a new website, Twitter, YouTube and Facebook channels• Explain how those who live and work in travel hotspots can: • Reduce • Reroute • Retime • Remode their journeys 11
    12. 12. Get Ahead of the Games – Campaign Phases Olympic Paralympic Jan-Mar Apr-Jun July Games Day 1 Games Day 1 S t a g e 1: S t a g e 2: S t aPhase e S tea g g 3: Stage 3: : 3 4: Raise Explore Activate awareness options o pActivate tions Transit- Ac t i v a t ion options e options 12
    13. 13. GAOTG website – The campaign hub @GAOTG Twitter and other social media channels integrated with campaign website 13
    14. 14. Detailed info on public transport hotspots... Public transport ‘hotspots’ identified for each day of Olympic and Paralympic Games. Click for more info and travel advice 14
    15. 15. ...and on the road network Road transport hotspot areas also identified with ‘avoid’ and ‘expect delay’ message to encourage people to plan ahead 15
    16. 16. GAOTG Social Media Channels • GAOTG Facebook Page: – Simple presence to provide GAOTG news and info • GAOTG YouTube channel: – To amplify video content, ads and engage audience – Boost PR campaign and provide easily accessible content for media • @GAOTG: – Key campaign tool – distribution of messages, news and campaign content – Ahead of the Games – Continuous stream of information on how to plan ahead and links to website, YouTube – During the Games – information on key ‘hotspots’ to avoid each day and real-time travel info and advice 16
    17. 17. TfL Social Media Channel Summary • TfL Facebook Page – News and information about TfL and current campaigns • TfL YouTube channel – Repository for campaign videos, information films and ads • TfL Twitter channels: – @TfLOfficial: PR and news management – @TfLTravelAlerts: Real-time Tube, DLR, London Overground – @Centralline... Line-based channels for all TfL rail lines – @TfLTrafficNews: Real-time road travel info – @BarclaysCycle: News and info – eg suspended docking stations – for Barclays Cycle and Superhighways – @TfLTPH: Taxi and Private Hire – stakeholder comms 17
    18. 18. Get Ahead of the Games PR – Pre Games (1) 18
    19. 19. Get Ahead of the Games PR – Pre-Games (2) 19
    20. 20. TfL Games-time Communications Games-time communications:  Twice daily press notices (7am & 2pm)  Daily Metro content (5am)  Daily customer emails (2pm)  Public transport users (approx. 2m recipients)  Roads users (approx. 1m recipients)  Daily station posters (3.30pm)  Daily business bulletin (5pm)  Twice daily stakeholder bulletins (11am & 4pm)  Regular Tweets (TfL & GAOTG)  Ongoing online content and Journey Planner updates 20
    21. 21. 4. Exceptional customer experience 21
    22. 22. London 2012 Games Transport Success• Tube and DLR carried record numbers – up 35% on normal summer levels• Tuesday Aug 7 busiest in Tube history – 4.57m in one day• Record Barclays Cycle Hire figures – 1m hires in July, 47k on 26 July• West End Tube station footfall up by average 7% year-on-year• Around one third changed their travel• Central London traffic down 15%• Huge crowds for road events 23
    23. 23. From chaos to commendation... 24
    24. 24. London 2012 – Transport & Comms Legacy Transport Legacy: • £6.5bn in improved transport links • Fast, frequent & reliable service • Fully integrated communications = Excellent customer experience Communications Legacy: • GAOTG demonstrated potential to change travel behaviour, with operational benefits • Step change in digital and social media – PR and customer comms • New approach to Wayfinding & Signage = Reputation boost for TfL, London and UK 25
    25. 25. London 2012 Games – Social Media Legacy • Get Ahead of the Games campaign ended following Paralympics • Website remains ‘in legacy’ until end 2012 • But don’t want to lose the 60k Twitter followers who benefited from travel advice • So @GAOTG sought to migrate them to @TfL... channels and other operators 26
    26. 26. TfL Twitter Channel Summary Followers: @TfLOfficial: 55.3k @TfLOyster: 6.7k @TfLTravelAlerts: 18.5k Line Feeds: Circa 80k @TfLTrafficNews: 23.2k @TfLBusAlerts: 6.5k @BarclaysCycle: 8.6k @EmiratesAirLDN: 3.2k All Feeds: Over 200k 27
    27. 27. Questions@stuartross73 28

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