|Agency: Interfocus||Author: Anne Edwards|
London Transport It Wasn't So Simple to Get There!
This paper demonstrates how planning insights produced a more coherent below the line strategy for London Transport during the latter part of 1998.
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...