TFL (Transport For London) Brief

The following Transport for London advertorial was featured in The Metro. The brief was to:

Devise advert copy based on the advertorial information
Devise emails to people who want TFL updates – target groups being those seeking general updates and those wanting cycle updates
Come up with related social media posts

TFL orignial advertorial

Advert Options

Option 1 London Cyclist’s Celebrate # 4!

Following your feedback, Westminster Bridge will be the fourth in central London to have segregated cycle lanes. To help your journey flow, we’ll also make links with the cycle superhighway better and improve pedestrian crossings. Find out more at:

http://www.tfl.gov.uk

#celebrate#4

Option 2 Cyclists Feel the Flow

You asked us to make cycling a safer and smoother experience. So we’ll be making Westminster bridge the fourth in central London to have separate cycle lanes. We’ll also be improving links with the cycle superhighway. Find out more at:

http://www.tfl.gov.uk

Option 3 Cycle Safer in Central London

Your journey over Westminster Bridge will soon become smoother and safer with segregated cycle lanes. To add some extra flow to your travel experience, we’ll also be improving links with the East-West Cycle Superhighway. Find out more at:

http://www.tfl.gov.uk
Email 1: for people wanting general TFL travel updates
(Headline Options)

How will you travel though central London?
Your new central London travel experience
Do you know all your travel options for central London?

(Body Copy)

Dear………

We’re planning some changes to make cycling and walking through central London easier.

Segregated Cycle Lanes

Westminster Bridge will be the fourth to have dedicated segregated cycle lanes to keep cyclists safer. We’ll also help your journey flow with improved links to the cycle super-highway.

Greener Streets

We’ll be bringing you a more peaceful feel in Westminster and surrounding areas with new trees and benches, and a 20 mph speed limit.

Enjoy a Virtual Tour

Preview your Central London transformed for cyclists and pedestrians.
For more information visit http://www.tfl.gov.uk

Email 2: for people wanting TFL updates on cycling

(Headline options)

Safer cycling in central London
Your Central London Cycle Upgrade
London’s cyclists celebrate #4!

Dear……

We’re making some changes to improve your cycling experience in central London.

Segregated Cycle Lanes

Westminster Bridge will be the fourth to have dedicated segregated cycle lanes to keep you safer. We’ll also help your journey flow by with improved links to the cycle super-highway.

Greener Streets

We’ll be bringing you a more peaceful feel in Westminster and surrounding areas with new trees and benches, and a 20 mph speed limit.

Enjoy Virtual Tour

Take your virtual tour of your Central London transformed for cyclists and pedestrians.

For more information visit http://www.tfl.gov.uk

Facebook Posts Options:
1. Happy #4! Did you know Westminster Bridge will be the fourth in central London to have segregated cycle lanes? One of our many planned improvements to central London….

(Below post is a short film to click on, e.g. Virtual tour of Westminster Bridge and surrounding areas showing planned improvements to the area in relation to cycling and walking; or short documentary on planned improvements)
2. Your City Transformed. Take a virtual tour of new look central London, including the planned segregated cycle lanes over Westminster Bridge.

(Below post is a short film to click on, e.g. Virtual tour of Westminster Bridge and surrounding areas showing planned improvements to the area in relation to cycling and walking; or short documentary on planned improvements)
3. How will you travel through central London this time next year? Take a glimpse into the future…..

(Below post is a short clip demonstrating the improved pedestrian and cycling options)

4. Travel in central London? Let us transform your journey…

(Below post is a short film to click on, e.g. Virtual tour of Westminster Bridge and surrounding areas showing planned improvements to the area in relation to cycling and walking; or short documentary on planned improvements)