TfL plans roster to relieve capital's congestion

Transport for London (TfL) is setting up a roster of agencies to add creative sparkle to its attempts to woo Londoners out of cars and on to public transport.

It expects to appoint a 'five or six-strong' roster to support its 25-strong in-house PR team. Campaigns will promote confidence that new services and investment are relieving congestion and making travel in the capital less arduous.

'Around six' projects each year will be allocated.

Director of group media relations Paul Mylrea said agencies would support consumer initiatives similar to those encouraging use of Oyster cards or promoting station refurbishments.

The ultimate aim, he added, is 'behavioural change': more people using public transport and walking or cycling.

TfL's move comes less than three months after London
Underground set up a three-strong roster (PRWeek, 13 Jan).

TfL has used agencies including Freud Communications, Consolidated Communications and Cohn & Wolfe on projects in the past, but it now wants more formal arrangements.

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