Campaign On track with social
The DLR tasked Flagship with increasing footfall on the DLR, especially outside of peak hours, by encouraging tourists, commuters and residents alike to use the service to explore the London Docklands.
We wanted to make the DLR synonymous with the best that London has to offer, so we used the letters D, L and R to develop a series of creative initiatives which would drive positive media coverage.
Firstly, we created an online photography competition which invited Londoners to ‘Discover London’s Real Views’. Another initiative was to create a series of lunchtime jogging routes, coordinated with jogging website Walk, Jog, Run, which persuaded commuters to ‘Discover Lunchtime Runs’ based on the DLR stops. Flagship team members went jogging alongside members of the City press to try the routes first hand.
A major focus for the campaign was launching, and increasing, the DLR’s social media presence on Facebook, Twitter and Pinterest.
The campaign captured the imagination of key media and influencers across London, and led to a hugely engaged social media community; with 5,400 Twitter followers and 1,300 Facebook likes in the first three months. The positive coverage of the DLR traffic helped dramatically increase footfall, both during commuter times, and off-peak.