Magazine article Marketing

DIRECT: DTLR Selects Target for Traveline Launch

Magazine article Marketing

DIRECT: DTLR Selects Target for Traveline Launch

Article excerpt

The Department of Transport, Local Government and the Regions (DTLR) has appointed Target Direct to handle direct marketing for its Traveline information service.

Target picked up the business after a pitch handled by COI Communications.

The agency is handling an initial door-drop campaign in the North East, South West and East Midlands where Traveline is being piloted.

Traveline is designed to boost the government's integrated transport strategy by providing information about how to plan journeys using buses, trains, trams and tubes. It is the first service to provide complete time-tabled information on all UK public transport from a single telephone number.

Its launch underlines attempts being made by ministers to improve perceptions of the public transport network in order to ease the growing congestion on the UK's roads. The Mayor of London Ken Livingstone's congestion charging project is one example of how local and central government is attempting to restrict the number of cars in urban areas.

Future DM activity for Traveline may include an online campaign and targeted direct mail to encourage people to remember the Traveline number. …

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