NEWS: Three agencies do battle over London Transport tube job

campaignlive.co.uk, Thursday, 12 January 1995 12:00AM

London Transport has invited pitches from three agencies for a pounds 500,000 campaign aimed at appeasing tube customers worried about disruption to Underground lines this summer.

London Transport has invited pitches from three agencies for a pounds

500,000 campaign aimed at appeasing tube customers worried about

disruption to Underground lines this summer.



Young and Rubicam, Foote Cone and Belding and BST-BDDP, all of which

have worked with LT before, have been asked to present their

recommendations this Friday. This follows the announcement by LT last

week of major closures of large sections of the Underground because of

refurbishment plans.



LT is now looking for ideas through which it can communicate the reason

for the tube line closures to customers. Thousands of commuters face

longer journeys and LT is being forced to lay on extra buses.



Jean Harris, head of advertising and publicity at LT, said: ‘This is a

comfort campaign. We want our customers to know that there are experts

behind this and we’re not just doing it because we like digging holes.’



The campaign will run for 15 months. It will coincide with closures to

the Northern, Bakerloo, Waterloo and City, East London and District

Lines, which are due to start in March and will continue for 18 months.



Harris said she did not know yet which media would be used in the

campaign but said it was unlikely TV would be part of the schedule.



The last campaign for the Underground, ‘Can’t beat the tube’, ran in

1994 through FCB.



Peter Ford, the chairman of LT, commented: ‘As an Underground commuter

myself, I understand just what this disruption will mean for those

people who regularly use the tube.’



This article was first published on campaignlive.co.uk

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