Kaizo wins remit to boost DLR passenger numbers

Serco Docklands, the operator of London’s publicly owned Docklands Light Railway (DLR), has appointed Kaizo to manage a six-month consumer campaign following a three-way pitch against Countrywide Porter Novelli and Praxis.

The move aims to boost off-peak passenger numbers to meet its targets in a campaign running from May to October. Kaizo’s brief is to persuade residents in Essex, Kent and Greater London to consider Docklands as a summer leisure destination.

Serco operates the DLR on behalf of owner Transport for London. The campaign aims to plug a series of events and will encourage ‘pester power’ from children.

Serco marketing and public relations officer Sarah Allen said: ‘We have previously done a lot of advertising but we wanted an efficient campaign to increase our profile in the leisure market.

‘There are events which take place such as the Docklands and Greenwich Festival, but because [we are] East London we do not have the same profile as the West.’

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