Transport for London (TfL) has appointed Carlson Marketing to create their sponsor and partner programme for its Smarter Travel Unit, after a competitive pitch.
Carlson Marketing’s work will involve recruiting and developing a number of relevant sponsors and partnerships to support the Smarter London Travel programme. The programme’s overall objective is to target key audiences with a London-wide sustainable travel message.
One of the key initiatives that sponsors and partners will be sought for is TfL’s ‘Sustainable Travel Accredited and Recognised scheme’ for schools. The scheme rewards schools for the delivery of their school travel plan including implementation of campaigns and monitoring success. It also provides an incentive for schools to maintain their plan and encourage a shift away from the car to the use of sustainable travel to and from school, such as walking, cycling and using public transport.
Other opportunities for partners include initiatives designed to encourage Londoners to travel sustainably, including car-sharing, the IMoveLondon Pledge programme and TfL’s work with London borough councils.
Carlson Marketing won a place on the TfL marketing services framework in June 2008. The appointment runs for a period of three years, taking the relationship through to 2011.Carlson’s first project for TfL was creating a partnership marketing strategy to support the TfL ‘Smarter Driving’ initiative. The project was designed to educate drivers about their driving techniques and styles.
John Hiney, Managing Director for Carlson Marketing, commented: “This is a great task for us – we are excited about bringing together strong brands to help bring the smarter travel message alive across all of its different remits. It is a great opportunity to work with TfL as they help make London a better place to live and work – important on so many levels”.
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