Press Release January 2012
Major campaign launched to help people ‘Get Ahead of the Games’
and keep London and the UK moving in 2012
The UK Government, Mayor of London, London
2012 and the UK’s transport networks today (30 January) joined
forces to launch a major new national campaign to encourage the
travelling public to ‘Get Ahead of the Games’ and ensure London and
the UK keeps moving during 2012’s busy and exciting summer of
sport.
For over a year
now, London 2012 and TfL have been working with businesses to
ensure they have travel plans in place to keep on running and make
the most of all the Games have to offer including an estimated
£750m of income from visitors to the capital. With less than
six months to go to the London 2012 Games, a new advertising
campaign, website and social media channels will now communicate
directly with the travelling public. ‘Get Ahead of the
Games’ explains how, at certain times and in certain
locations – the ‘hotspots’ – London and the UK’s road and rail
networks will be much busier than usual. But by visiting
http://www.getaheadofthegames.com/
or following the @GAOTG Twitter channel, people can receive the
latest tips, travel information and advice on how to plan ahead and
avoid the travel hotspots.
While centred on the capital, the London 2012
Games will be a celebration for the nation as a whole, with event
venues across the country including Cardiff, Coventry, Eton Dorney,
Glasgow, Manchester, Newcastle, and Weymouth and Portland.
The ‘Get Ahead of the Games’ campaign reflects this, raising
awareness and offering alternative travel options to those in
affected areas across the UK, alongside a specific focus on some of
the busiest London hotspots.
The campaign will span online, radio,
outdoor and national and regional newspapers, urging those in
affected areas to plan ahead so they can reduce, reroute, retime or
remode their journeys to avoid the hotspots at the busiest
times. Split across three phases, London 2012 organisers
expect the ‘Get Ahead of the Games’ adverts to be seen over a
billion times by the great British public. The first phase
will focus on raising awareness of where and how transport will be
affected at Games-time. Phase two will demonstrate the
alternative options available to avoid congestion, such as working
at different times or locations, teleconferencing rather than
travelling to meetings, or alternative modes of transport including
walking and cycling where practical. The final phase will
encourage people to activate these options at Games-time, ensuring
they can ‘Get Ahead of the Games’.
In addition, the distinctive magenta coloured and London 2012
branded wayfinding and signage, which will be used to direct
spectators around transport networks and from transport hubs to
venues during this summer’s Games, was unveiled for the first time
today. The launch of the ‘Get Ahead of the Games’ campaign
and wayfinding and signage follows the completion of £6.5bn of
transport investment last summer, a year ahead of the Games.
New and upgraded roads, rails and stations are already delivering
an early legacy of improved transport links and one from which
London and the UK will continue to benefit for generations to
come.
The Mayor of London, Boris Johnson said: “A
tremendous amount of planning has been put into ensuring that when
the 2012 Games get underway the capital is able to get on with
business, enjoy the festival atmosphere and make the most of this
unique occasion. Businesses should be able to capitalise on the
thousands of visitors and Londoners should be able to get on with
their lives. This campaign is key to the preparation and planning
that will help everyone in London to profit from what promises to
be a remarkable summer.”
Transport Secretary, Justine Greening MP said:
“We can look forward to an exciting Olympics and the boost to jobs,
business and tourism it brings. Millions of spectators will enjoy
the Games and our roads and railways will be busier. That’s why we
have already invested £6.5bn on improving transport links.
“It also makes sense for businesses and
commuters to plan ahead so we can have a successful Olympics and
reduce the impact on our transport network. The Government
will lead the way, with staff working and travelling more flexibly
during the Games.”
LOCOG Chair Sebastian Coe said: “The scale of
the Games is unprecedented – across both Games there will be 14,000
athletes, 7,000 technical officials, more than 20,000 media and 11m
spectators. Our plans reflect this scale. The Olympic
Route Network is a mass transit system which allows us to manage
Games traffic and get those involved where they need to be and the
campaign we’re talking about today will give people all the
information they need to plan their journeys this summer.
Many thousands of businesses are already working to help their
employees get to and from work this summer and London’s residents
can now do the same. Success depends on all of us doing our
bit to keep London and the UK moving.”
Paralympian and TfL Board Member, Baroness
Tanni Grey-Thompson said: “I know from past experiences how vitally
important an efficient transport infrastructure is to the athletes
taking part in the London 2012 Games.
“Just as the athletes themselves have
planned their training for the Games, I urge everyone to start
thinking and planning their travel needs around Games time and to
‘Get Ahead of the Games’.”
Olympics Minister, Hugh Robertson MP
said: “London’s transport improvements are complete and ready
for London 2012 and we are confident that we will cope with the
increased demand at Games time. However, with a little forward
planning and preparation, people can minimise the risk of
disruption to their journeys.”
The Olympic Delivery Authority was given
responsibility for creating a transport plan for London 2012. Its
Chief Executive, Dennis Hone said: "We have invested millions to
extend railway lines, improve stations, and add new carriages,
platforms, lifts and bridges. We have worked with Transport for
London, rail companies and bus operators to help make their
services meet the demands of the Games. We have developed a park
and ride and coach network for spectators. This is the final
piece of the jigsaw - helping keep the UK and the travelling public
on the move this summer."
Network Rail Chief Executive, David Higgins
said: “Our job during Games time is to provide smooth, seamless
journeys for spectators travelling to and from Olympic and
Paralympic venues, whilst keeping millions of people moving across
Britain each day. A huge amount of work has gone into planning at
our stations, such as the landmark new King’s Cross, to make
journeys easier and to give passengers useful, clear travel
information.”