Transport for London launches ATM:ad campaign

Source: i-design

As part of its highly successful ongoing drive to encourage safer travel at night, Transport for London (TfL) is running a two-week campaign on ATM:ad, the UK's market leading cash machine advertising medium.

The Safer Travel at Night campaign involves the Greater London Assembly, TfL and the Metropolitan Police, and encourages the use of safe means of transport such as black cabs and licensed mini cabs, and public transport including night bus services.

TfL will be highlighting key aspects of the campaign as part of its ATM:ad advertising, which kicks off on October 8th for two weeks. The ads, which have been booked by Kinetic, will run at cash machines situated in tube stations and at universities in the London area, encouraging people to use CABWISE, a texting service, which provides the numbers for a black cab or licensed mini cab office. The campaign is expected to deliver 150,000 one-to-one transactions and 600,000 total impacts.

This is not the first time that ATM:ad has been selected for public safety campaigns. In June the medium was used by Northumbria Police to make people aware of the risks of personal robbery, and other police forces have run campaigns to discourage excessive drinking.

Kevin Kemp, Head of Business Development at ATM:ad, said: "Through ATM:ad, TfL has direct access to the people who will benefit most from the Safer Travel at Night promotion. This campaign is a great example of how ATM:ad lets advertisers target on a one-to-one basis ensuring that the message gets across clearly and succinctly. We are very pleased to be involved."

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