FOI request detail

Marketing — ULEZ

Request ID: FOI-2783-1920
Date published: 10 January 2020

You asked

Please can you provide me with the marketing material you have done for ULEZ charge outside of London…. Also can you let me know what online resources you paid to be on online? I am trying to find the reach of the ULEZ to the population outside of London… do you have figures for this?

We answered

Our ref: FOI-2783-1920/GH

Thank you for your request received by Transport for London (TfL) on 12 December 2019 requesting copies of the marketing material we produced for the Ultra Low Emission Zone (ULEZ) that appeared outside London, information on the online resources TfL paid to be online and information on the reach of the ULEZ to the population outside of London

Please find attached a document containing copies of the marketing material that appeared in the national and specialist press as well as the radio scripts as these appeared in media channels outside London.

We paid to use the following online media, with some information on each channel:


ITV Hub is a video on demand service from ITV.

All 4

All 4 is a video on demand service from Channel Four.


A social networking website


RhythmOne is an advertising network who specialise in the real-time buying of audiences across the web so advertising can be displayed across a range of different third party website.


Teads are an online advertising network who specialise in distributing video on third party websites.

We undertook a comprehensive communications campaign to introduce the ULEZ but we do not have data of the reach versus the population living outside London.

However we can provide details of the activity undertaken as follows:

The campaign targeted both private and commercial vehicle owners based within and outside London. The messaging explained where and how the ULEZ operated, which vehicles were affected, where to check their vehicle, how to pay the daily charge should their vehicle not meet the required emissions standards. At launch the vehicle checker on TfL’s website had been used more than 3.2m times by drivers. We focussed our efforts on using channels that would cost effectively reach as many drivers as possible. Some of the channels we used reached a wider population outside London and where relevant information on the reach of these channels has been included below:

The following channels were used to both raise awareness and provide detailed information:

  • National and specialist press titles


Circulation at time of the media booking

Metro (National)


The Sun


Daily Mail


Daily Mirror


Commercial Motor (van)


Truck & Driver (Lorry)


Business Car (Car)


What Van? (Van)


Bus and Coach Buyer (Coach)


Fleet World (Lorry/Van)


Van Fleet World (Van)


MCN (Motorcycle News)


Ride (Motorcycle)


Classic Bike (Motorcycle)


  • Radio adverts ran across ten stations, reaching both London and a radius of 25 to 30 miles around London subject to terrain. We are unable to supply specific population information for the airtime that ran outside London
  • Advertising on petrol station screens and nozzles on routes into the ULEZ.
  • Posters on the transport network
  • Google search adverts have directed those interested to the TfL website for further information.
  • 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 letter explained the new ULEZ, where it would operate, the daily charge and directing recipients to the TFL website to find out more. We do not hold the registered keeper details for these letters and the letters were sent via the DVLA so we are unable to advise how many of these letters reached vehicle owners outside of London.
  • Over 5.3m emails were sent to customers registered with TfL. This includes owners of cars, lorries and coaches amongst other vehicles.
  • 32 electronic variable message boards were deployed with messaging explaining the ULEZ launched 8 April and in operation 24/7 located on key roads outside the central zone.
  • Signage was installed and in use in advance of the ULEZ being implemented. Early waning signage was installed at entrances to the zone from four weeks prior explaining the ULEZ was coming on 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.
  • The TfL stakeholder team worked closely with the following national organisations to answer questions and ensure they were provided with all necessary information; Confederation of British Industry, Road Haulage Association, The Federation of Small Businesses, British Vehicle Rental and Leasing Association, The Freight and Transport Association, London Chamber of Commerce and Industry.
  • TfL’s Press Office delivered press coverage across a broad range of media including BBC national and London news, ITV News, ITV London News, on topical shows such as Good Morning Britain and in all national newspapers.
  • The Mayor of London was a guest on a number of radio shows, including BBC Radio and LBC, answering questions in relation to the Ultra Low Emission Zone.
  • Tweets from @TfL has been promoted to London drivers with information on the boundary map and the vehicle checker.
  • Advertising ran on the back of TfL Buses.
  • 32 London regional press titles, Evening Standard, Metro, City Am.
  • Partnership with Waze, a wayfinding driving app, making one million London drivers aware of the new ULEZ boundary.
  • Posters; large digital formats, roadside and bus shelters as well as those featured on the London Underground and Overground networks.
  • Information on the ULEZ has been included on Congestion charge receipts with details of the ULEZ launch date.

Following the launch of the ULEZ, we continued to advertise explaining that the ULEZ had arrived and how to pay the charge on eight radio channels. Additionally, emails were sent to 1.9m customers registered on the TfL database.

Penalty Charge Notices are issued to the registered keeper of a vehicle as held by the Driver and Vehicle Licensing Agency (DVLA).

When the vehicle which incurred the penalty is on hire or lease the penalty will be sent to the hire or lease company rather than the driver. Therefore the postcodes below do not necessarily indicate that the driver is based outside of London.

The below table shows a breakdown of how many Penalty Charge Notices (PCNs) we issued for non-payment of the ULEZ daily charge split between postcodes within and outside of London. For the purposes of this response London postcodes are referred to those registered within the 32 London boroughs.

Inside London


Outside London


If this is not the information you are looking for, or if you are unable to access it for some reason, 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


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