London Transport – LT Arts Programme

Anne Edwards

Campaign in late 1998 by Interfocus for London Transport. Objective: to increase off-peak usage for both London Buses (LTB) and Underground (LUL).
Agency: InterfocusAuthor: Anne Edwards

London Transport It Wasn't So Simple to Get There!

SUMMARY

This paper demonstrates how planning insights produced a more coherent below the line strategy for London Transport during the latter part of 1998.

BACKGROUND

London Transport encompasses the activity of both London Buses (LTB) and London Underground (LUL) with many similar issues facing both modes of transport.

The overall purpose of LT's communication activity is to increase offpeak usage for both modes of transport, by communicating in a manner which encourages service trial and delivers a sustained change in behaviour. This is achieved...

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