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20 things every Londoner must do in 2020
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The brief: 'Mode Shift'
In order to help fulfil TfL's core priorities of achieving 80% sustainable public transport and active travel (walking and cycling) by 2041, it needs to convince Londoners to shift from their default or preferred travel mode – the car. To achieve this, it needed a media partner that could inspire, inform and influence a mass London audience.
Time Out exists to help you go out better and we know our audience come to us throughout the week to get the lowdown on the very best experiences to be had in the city. A unique synergy exists between our two organisations; Time Out tells you where to go in the city and TfL gets you there.
The insight
Our goal was to inspire our audience to discover London using the TfL network utilising tactical integration, hero content pieces and new impactful innovations. Over the campaign period Time Out produced a wealth of expertly curated activities in the city with TfL travel messaging baked in.
What we did
The brief
The results
What we did
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Transport for London – Mode Shift
Campaign included:
Dedicated emails and offers
Production of the Cultural TfL Map
Editorial features which reinforced TfL's Active Travel and Public Transport messaging
Editorially themed issue wholly dedicated to cycling in the city (circ. 310,000)
The creation and sponsorship of a new flagship supplement
Display formats in conversation with Time Out content
Over 100 pieces of content created
Smashing social benchmarks
Encouraging a change in habits
200% delivery on page views
The campaign spanned across print, digital, social, and email, made up of over 100 pieces of bespoke content
Leaning into seasonal trends and different audience groups
CTR's on social posts of up to 9.21%
72% of those who had seen the campaign agreed they would like to use their car less and walk more in London
The results
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