tfl olympic legacy - stuart ross
DESCRIPTION
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.TRANSCRIPT
18 November 2012
How TfL supported a great 2012 Games and kept London moving
Stuart Ross
Director of News, TfL
How TfL supported a great 2012 Gamesand kept London moving
2
• 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
Challenge 1: Scale
3
Olympic Games17,800 athletes and team officials
5,000 Olympic Family officials
22,000 media
7.4 million ticketed spectators
Paralympic Games4,000 athletes and team officials
1,000 Paralympic Family officials
4,000 media
2.7 million tickets
Challenge 2: Location
4
Wembley ArenaWembley Stadium
WimbledonCENTRAL ZONEEarls CourtLord’s Cricket GroundHyde ParkHorse Guards Parade
OLYMPIC PARKOlympic StadiumAquatic CentreOther Park venues
RIVER ZONENorth Greenwich ArenaGreenwich ParkRoyal Artillery BarracksExCel
Greater London
Challenge 3: Daily Variability
5
Challenge 4: Diverse audiences to reach, communicate and engage with
6
Games Family Spectators
Tube users
Businesses
Drivers Walkers and cyclists
Bus users
Mobility impaired people
Challenge 5: Media and public perception
7
Partners working together to meet challenge
8
• 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
The Transport Demand challenge
9
On a normal day, 12 million public transport trips per
day in London
An additional 3 million public transport trips on the busiest days of the Olympics
• Reductions in the volume of normal travel, due to school holidays and travel demand management, offset by increases associated with Games and cultural events
• So congestion likely at hotspots at certain days, times and locations – not across the entire network
• That’s why re-timing, re-routing and changing the way people travelled was so important
Impact ‘at certain times and in certain locations’ – The Hotspots
10
Roads Tube stations
Unaffected Unaffected
70%
65%
The ‘Get Ahead of the Games’ campaign
11
• ‘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
Get Ahead of the Games – Campaign Phases
12
S t a g e 4:
T r a n s i t - i o n
S t a g e 1:
R a i s ea w a r e n e s
s
Phase 3:
Activate
options
Olympic GamesDay 1
S t a g e 2:
E x p l o r e
o p t i o n s
S t a g e 3 :
A c t i v a t e
o p t i o n s
S t a g e 3:
A c t i v a t e
o p t i o n s
Paralympic GamesDay 1
Jan-Mar Apr-Jun July
GAOTG website – The campaign hub
13
@GAOTG Twitter and other social
media channels
integrated with campaign website
Detailed info on public transport hotspots...
14
Public transport ‘hotspots’
identified for each day of Olympic and Paralympic
Games. Click for more info
and travel advice
...and on the road network
15
Road transport hotspot areas also identified
with ‘avoid’ and ‘expect delay’ message to encourage
people to plan ahead
GAOTG Social Media Channels
16
• 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
TfL Social Media Channel Summary
17
• 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
Get Ahead of the Games PR – Pre Games (1)
18
Get Ahead of the Games PR – Pre-Games (2)
19
TfL Games-time Communications
20
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
4. Exceptional customer experience
21
London 2012 Games Transport Success
23
• 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
From chaos to commendation...
24
London 2012 – Transport & Comms Legacy
25
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
London 2012 Games – Social Media Legacy
26
• 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
TfL Twitter Channel Summary
27
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
28
Questions
@stuartross73