What national media did TFL specifically advertise/publicise the ULEZ introduction?
Request ID: FOI-0734-2122 Date published: 19 July 2021
You asked
Are there any adverts or stand alone announcements of the ULEZ zone and charges that were distributed nationally rather than the London and Greater London area.
We answered
Our ref: FOI-0734-2122/GH
Thank you for your request received by Transport for London (TfL) on 13 July 2021 asking for information about ULEZ advertisements.
Your request has been considered under the requirements of the Freedom of Information Act 2000 and our information access policy. I can confirm that we do hold the information you require.
TfL ran a multi-channel campaign to reach both private and commercial vehicle owners based within and outside London during the period May 2018 to July 2019 to prepare drivers for the implementation of the central London Ultra Low Emission Zone (ULEZ) from 8 April 2019. This campaign consisted of advertising, direct marketing and emails to raise awareness and to explain how the ULEZ operates.
23% of the total paid media budget was spend on press activity of which 51% of this was put towards national/specialist press titles which reach outside London. We have excluded radio from this calculation as whilst we purchase radio airtime for London, there is overspill, c. 25-30 mile radius subject to terrain around London. The following channels were used to both raise awareness and provide detailed information:
National press ran in Daily Mail, Daily Mirror & The Sun
Specialist trade press appearing nationally in the following titles: Commercial motor, Truck
and Driver, Bus and Coach Buyer, What Van, Fleet World, Van Fleet world, Motorcycle
news
Radio adverts have run across 10 stations
Posters (large digital formats, roadside and bus shelter and posters on the Underground
and the Overground)
Advertising has run on the back of TfL Buses
Advertising on Petrol station screens and nozzles
32 local press titles in London, Evening Standard, Metro, City Am
Online videos targeted London drivers via third party websites
Google search adverts directed those interested to the TfL website
Partnership with Waze (a wayfinding driving app) making 1m London drivers aware of the
new ULEZ boundary
Tweets from @Tfl has been promoted to London drivers with information on the
boundary map and the vehicle checker
Information on ULEZ has been included on Congestion charge receipt's with details of
ULEZ launch date
Detailed information about the ULEZ was and continues to be on the TfL website.
In addition to the advertising:
Press releases were issued at key times in the run up to and at launch of the ULEZ.
Over 5.3m emails were sent out to customers registered with TfL. This includes owners of cars, lorries and coaches amongst other vehicles as well as customers registered on the Oyster database.
Over 600,000 letters have been sent to owners of non-compliant GB registered vehicles driven within the central London area since last October 2018. The letters were issued via the DVLA on behalf of TfL. TfL does not hold details of the registered keeper details so we are unable to say how many of these letters were issued to drivers not registered within London.
32 Electronic variable message board were deployed with messaging explaining the ULEZ launched 8 April and in operation 24/7 on key roads outside the central zone.
Signage was installed and in use in advance of the ULEZ being implemented. Early warning signage was installed at entrances to the zone from 4 weeks prior explaining the ULEZ was coming 8 April 2019, followed by permanent road signs at every entry point along the boundary and along key arterial approaches. They sit next to existing Congestion Charge signs.
Post the launch of the ULEZ we continued to advertise on 8 radio channels and emails were sent to 1.9m customers registered on the TfL database.
If this is not the information you are looking for please do not hesitate to contact me.
If you are not satisfied with this response please see the attached information sheet for details of your right to appeal.
Yours sincerely
Graham Hurt FOI Case Officer FOI Case Management Team General Counsel Transport for London
