Agency required to promote Freedom Pass

London Councils, an umbrella group for local authorities, is on the hunt for an agency to advertise the Freedom Pass, the free travelcard for residents aged over 60.

The organisation has approached several London-based advertising agencies with an invitation to tender. The pitch process is being managed by Kinross & Render. The brief will include encouraging eligible residents to apply for a pass and current holders to renew theirs. It will also push a new initiative that goes live from April next year and allows pass holders to travel on local buses anywhere in England for free.

The campaign will run across London from January until the end of March next year and comprise print and heavy- weight outdoor elements.

Agencies are expected to have creative work in place by October.

It is understood that the winner will work alongside agencies from other disciplines including PR and media, as well as the Department of Transport.

London Councils administers the Freedom Pass on behalf of 33 London boroughs and the City of London, all of which fund the scheme. A mandatory point of the brief is to project the fact that the Freedom Pass is funded by them and not by the Government, Mayor of London or transport operators, as is popularly thought.