TICKETLINE, London Underground’s newly launched telephone sales operation, will be the dynamo driving the transport body’s biggest ever below-the-line campaign. Data is captured from travellers when they buy their travelcards and season tickets by phone and may be used to drive loyalty schemes, magazines and cross-selling initiatives. The latter could include theatre tickets and away-days in conjunction with train companies. Says a spokeswoman: 'Ticketline will greatly enhance our data-gathering and will be used for extensive market research. But we are conscious of making sure that anything we offer will be of added value.' Fulfilment and data management are outsourced to call centre operator First Call but LU has decided not to sell the data to third parties. Currently, 1.4m Londoners buy monthly tickets, whilst 85,000 purchase annual travelcards.