TfL alters focus with umbrella campaign

The television execution follows a man who uses the TfL network,
including the Tube, buses and his bike, to travel around the
capital.

The commercial aims to persuade Londoners to use all available modes of
public transport and to foster a sense of ownership of the system.

TfL head of group marketing Nigel Marson said the umbrella campaign's
launch was timely because it follows recent steps to modernise the
London transport system, such as the latest Oyster card
developments.

The campaign is the first to appear since TfL undertook a statutory
review of its advertising. This divided up the business between WCRS,
which won the congestion charge brief from TBWA\London, and M&C Saatchi,
which held on to the rest of the account.

TfL is expected to run a campaign for the congestion charge, as it plans
to expand the area covered by the zone.