* Please disclose the five most expensive advertising/marketing campaigns by TfL in 2017; * Please provide a breakdown showing the spend on each, with a further breakdown of the cost for each, for example: digital advertising £15k, print advertising X etc.

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Dear

Our Ref: FOI-2460-1718

Thank you for your email received by us on 28 November 2017. Please accept my apologies for the delay in responding to you.

Your request has been considered in accordance with the requirements of the Freedom of Information Act and our information access policy.  I can confirm that we hold the information you require. You asked:

“ Please disclose the five most expensive advertising/marketing campaigns by TfL in 2017;

Please provide a breakdown showing the spend on each, with a further breakdown of the cost for each, for example: digital advertising £15k, print advertising X etc.”

The table below itemises the five campaigns by channel and expenditure for the period January – December 2017.

Campaign	Posters	Digital	Radio	Print	Total
Improvements to public transport services and roads	£397,682	£100,679	£343,824	£324,358	£1,166,543
Road safety	£204,801	£54,874	£588,754	£99,479	£947,908
T-Charge (Emissions Surcharge)	£129,720	£26,461	£172,846	£221,645	£550,672
Pay as you go fares	£259,375	£71,838	£94,893		£426,106
Anti-social behaviour	£139,821	£113,123	£90,797		£343,741

• The improvements campaign aims to raise awareness of the investment we are making to improve both our public transport services and roads and covers a multitude of messages. Examples include:

   

   

  • Changes to the bus fleet to help improve air quality, the availability of customer information to help  customers plan their journeys, changes to local bus routes to improve service frequency or capacity.

     

  • Legible London signage to help pedestrians walk around London, new pedestrian countdown signs to help customers cross safely

     

  • Night Tube services, Wi-Fi on the Tube and Overground, air-conditioned modern trains, improved capacity and frequency on specific lines, step free accessibility, staff on our Rail services, station refurbishment improvements, Twitter and Facebook, customer information services

     

  • Urban realm improvements as part of the Road investment plan

     

  • Cycling docking stations and Blaze safety lights on Santander Cycles.

     

  • Contactless payment services in Taxis

     

     

• The road safety campaign provides advice to help make the roads safer by discouraging speeding targeting drivers and motorcyclists, and highlights the dangers of distraction, such as glancing at a mobile phone whilst driving.

   

   

• The T-Charge messaging encouraged road users to check their vehicles to see if they were affected by the new emissions standards, and encouraged them to take action to help improve air quality, e.g. by using public transport, walking or cycling.

   

   

• Pay as you go fares messaging helps people get the best value from their fares.

   

   

• The Anti-social campaign aims to improve the customer experience by encouraging consideration for other public transport and road users. For example by reminding buggy users to make way for wheelchair users on the bus, encouraging all passengers not to block doors which delays boarding and alighting and advising Tube passengers to seek help at a station if they are feeling unwell.

If this is not the information you are looking for, or if you are unable to access it for any reason, please do not hesitate to contact me.

Please see the attached information sheet for details of your right to appeal as well as information on copyright and what to do if you would like to re-use any of the information we have disclosed.

Yours sincerely

Paulina Tuffour

FOI Case Officer

FOI Case Management Team

General Counsel

Transport for London

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