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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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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