Rowland to step up drive for London’s Oyster card

Rowland Communications is to launch the next phase in its campaign to promote the phased rollout of the Oyster smartcard – the new ticketing system to be used across London’s transport network.

The campaign reaches a crucial stage at the end of October with the launch of weekly and monthly tickets, the most popular purchases for Londoners. Rowland associate director Marie Ennis said the agency is now staging one-to-one meetings with sector journalists in preparation.

‘Using a phased media campaign, we aim to make sure relevant groups know the card is available and what they need to do to get it,’ said Ennis.

She added that she hoped the London media, notably the Evening Standard, will carry stories about the card.

The agency has been involved in the development of the marketing strategy, message development and the implementation of the PR campaign since its inception two years ago.

The agency was appointed three years ago by the TranSys consortium, led by EDS and Cubic Transportation, to support introduction of Oyster.

It works with Publicis, which is delivering marketing support for the project on behalf of TranSys.

‘We also are working in partnership with Transport for London and the Mayor of London’s press office to manage the phased introduction of the card,’ added Ennis.

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