Transport for London (TfL) encourages off peak use of the Tube with campaigns such as the ‘Wonderful world of off peak’, delivered in partnership with Time Out. The partnership provides suggestions of places to visit that are close to Tube stations and the associated best value Tube fares.
TfL actively promotes the Tube, including at times of the year when many Londoners might think services are not running, such as Bank holiday weekends, Easter, Christmas and New Year. This activity targets each Tube line at a local level, providing both the reassurance that local services are running and ideas of places to visit.
Research indicates that TfL’s marketing activity has increased the number of Londoners wanting to use public transport more - and their car less - by 8 per cent over the last 18 months.
TfL works to spread demand at the busiest times. It does this by using data and customer insights to target different audiences based on their origin, route and destination. The information that TfL subsequently provides helps customers avoid the busiest times and, if convenient for them, travel on the network at quieter times and locations. For example, TfL used data to promote use of the Bakerloo line as a quieter alternative during the works around Kennington in 2018. Customers were receptive to this, with 10 per cent still using their alternative Tube routes after the works concluded.