Transport for London
Transport for London
Group Marketing Manager – Fares, Ticketing and Customer Experience (March 2014 to March 2015)Travel Demand Management Unit Mobilisation and London 2012 Games TDM Award support (September to December 2012)
Group Marketing Manager – Fares, Ticketing and Customer Experience (March 2014 to March 2015)
Travel Demand Management Unit Mobilisation and London 2012 Games TDM Award support (September to December 2012)
About the Group Marketing Management Project
About the Group Marketing Management Project
One of our team (Terri Lynam) instigated and led the world’s first integrated marketing strategy for the introduction of new ticketing product Contactless Payment Cards (Paywave) across all modes of London’s transport network.
Local, National and International awareness, behaviour education and conversion were the key phases to this campaign to achieve the required usage and revenue results. In parallel, she led other projects within the portfolio including the development of a rewards scheme proposition for TfL customers, assisting to deliver an improved ticketing solution to visitors, numerous campaigns to increase awareness and use of the various ticketing products available such as Oyster and ZIP card for students and under 16’s.
Terri engaged with key financial stakeholders including Visa, MasterCard and Amex as well as major UK Banks and the national industry association (UKCA). She also collaborated with sponsors and partners to leverage brand and other promotional opportunities, developed key publications and merchandise for customer use and set up and led a high performing multi-disciplinary team of over 35 people from across a large number of internal business areas, working in a matrix management environment.
À propos du projet de gestion de la demande de déplacement
Une des membres de notre équipe (Terri Lynam) a été chargée par TfL de rester après les Jeux olympiques et d’aider à la mise en place d’une équipe TDM interne au sein de TfL - chargée du dossier commercial et de la planification, de la définition des KPI et de la consolidation des connaissances. Elle était également responsable de la gestion et du développement des candidatures pour la campagne «Get Ahead of the Games», qui a permis de modifier 35% du comportement des Londoniens en matière de voyages au cours de Londres 2012. Cette initiative a donné lieu à 13 récompenses, dont deux convoitées GOLD IPA Awards et Marketing Team. de l'année.