The UK Government, Mayor of London, London 2012 and the UK’s transport networks join forces to launch a major new national campaign to encourage the travelling public to ‘Get Ahead of the Games’ and ensure London and the UK keeps moving during 2012’s busy and exciting summer of sport.
For over a year now, London 2012 and TfL have been working with businesses to ensure they have travel plans in place to keep on running and make the most of all the Games have to offer including an estimated £750m of income from visitors to the capital. With less than six months to go to the London 2012 Games, a new advertising campaign, website and social media channels will now communicate directly with the travelling public. ‘Get Ahead of the Games’ explains how, at certain times and in certain locations – the ‘hotspots’ – London and the UK’s road and rail networks will be much busier than usual.
The campaign will span online, radio, outdoor and national and regional newspapers, urging those in affected areas to plan ahead so they can reduce, reroute, retime or remode their journeys to avoid the hotspots at the busiest times. Split across three phases, London 2012 organisers expect the ‘Get Ahead of the Games’ adverts to be seen over a billion times by the great British public. The first phase will focus on raising awareness of where and how transport will be affected at Games-time. Phase two will demonstrate the alternative options available to avoid congestion, such as working at different times or locations, teleconferencing rather than travelling to meetings, or alternative modes of transport including walking and cycling where practical. The final phase will encourage people to activate these options at Games-time, ensuring they can ‘Get Ahead of the Games’.
The launch of the ‘Get Ahead of the Games’ campaign and wayfinding and signage follows the completion of £6.5bn of transport investment last summer, a year ahead of the Games. .
The Mayor of London, Boris Johnson said: “A tremendous amount of planning has been put into ensuring that when the 2012 Games get underway the capital is able to get on with business, enjoy the festival atmosphere and make the most of this unique occasion. Businesses should be able to capitalise on the thousands of visitors and Londoners should be able to get on with their lives. This campaign is key to the preparation and planning that will help everyone in London to profit from what promises to be a remarkable summer.”
Transport secretary, Justine Greening MP said: “We can look forward to an exciting Olympics and the boost to jobs, business and tourism it brings. Millions of spectators will enjoy the Games and our roads and railways will be busier. That’s why we have already invested £6.5bn on improving transport links.
“It also makes sense for businesses and commuters to plan ahead so we can have a successful Olympics and reduce the impact on our transport network. The Government will lead the way, with staff working and travelling more flexibly during the Games.”