diamond geezer

 Tuesday, July 19, 2016

PR Masterclass
TfL teams up with <Drinks company> to hand out free bottles of <brand of bottled water> to Tube passengers
18 July 2016
If this year's heatwave is imminent, then it must be time for TfL's annual bottled water promotion.
Transport for London (TfL) has teamed up with <Drinks company>, for the third year in a row, to hand out free bottles of <brand> natural mineral water to commuters, helping to encourage customers to carry water while travelling on the Underground during the summer.
Remember, if it's hot then you may become ill, and if you fall ill while on a train it'll have to stop, and that could cause significant disruption, and it'll all be your fault. If we all carried a bottle of water with us, then these dehydration-related delays could become a thing of the past.

But conversely, you probably won't fall ill on a train as a result of overheating, only a handful of the millions of passengers on the tube each day ever do. Individually, carrying a bottle of water every time you travel is a complete waste of money. But collectively, from TfL's point of view, if we all wasted our money on bottled water twice daily then Londoners would get around more easily. So you can see why they ask.
<Drinks company> has provided London Underground with 250,000 bottles of <brand> water, which will be given out for free from tomorrow at some of London's Tube stations in support of TfL's ongoing Travel Better London campaign.
Around four million passengers travel by tube each day, so these free bottles will reach barely 7% of the target audience. Also notice that they're not all being given out today, which is a pity, because the more bottles you can give out on the hottest day of the year the better.
The campaign aims to raise awareness of how passengers can help to reduce delays and improve journeys for everyone by making small changes to travel habits such as by carrying water while travelling, which can prevent people being taken ill on trains.
I don't know about you, but carrying water with me every time I travel by tube wouldn't be a small change to my travel habits. I'd have to buy a bottle every time I travel, which would delay my journey by having to visit a shop, or else I'd have to stock up at home and then carry the bottle around with me all day, either weighing me down or getting in the way.
The giveaway supports London Underground's ongoing efforts to cool the network and marks the third summer in a three year partnership between <brand> and TfL in which water is distributed across the Tube network.
Or of course TfL could give away empty refillable bottles which we could all use again and again using tapwater. That'd be a brilliant way to drive the campaign home, and much more eco-friendly. But this'll never happen because it'd cost money, which TfL doesn't have. Or alternatively the bottles could be sponsored, except no bottled water company is ever going to sign up for that, obviously.
To date a number of measures have been introduced through a Cooling the Tube programme including; air conditioned trains on the Metropolitan, Circle, Hammersmith and City and District lines, upgraded station ventilation and portable fans installed in ticket and concourse areas.
There are also air-cooled trains on the Overground, but these must not be mentioned because this is a tube announcement, and organisational divisions must not be breached.
Mark Evers, Director Customer Experience, London Underground, said: 'Through our partnership with <Drinks company> we want to encourage customers to carry water when they travel during the summer, which can help prevent people being taken ill on trains and reduce delays.'
Interestingly <Drinks company> is not the same drinks company which paid for a sponsored makeover of Canada Water station last year. TfL don't genuinely believe that one brand of bottled water is better than another, they simply take the money off anyone who's willing.
'This partnership complements our ongoing investment in cooling the Tube, which includes improving ventilation systems at our stations and introducing new air conditioned trains, which will serve 40 per cent of the Underground network by the end of this year.'
Hang on a second. Thanks to a major programme of investment, almost complete, air-conditioned trains already form the great majority of rolling stock on 40% of the Underground network. If your journey today is on the Metropolitan, Circle or Hammersmith and City lines you don't need a bottle of water to cool you down, and if you're on the District line you probably don't. Bottles of water are only of potential use in preventing alarm-pull delays on the deep level tube, where yes, conditions today may be pretty bad. But TfL's advice covers all tube journeys, because the organisation believes in simplicity, rather than 'confusing' the travelling public with something more specific.
Bryan Martins, <brand> Marketing Director, said: `We are delighted to have the chance to help commuters keep cool this summer once again and deliver some much needed 'Live Young' refreshment.'
And this, this is the point of the entire exercise. Bryan's team has come up with a meaningless 'Live Young' slogan, and now they get to shoehorn it into a press release in the hope that media outlets no longer staffed by journalists will cut and paste their words and regurgitate the slogan in front of a vast target audience. There wouldn't be any free bottles, nor any press release, if Bryan's brand didn't have a campaign to promote.
TfL gives the following advice to customers travelling on the Tube during the summer months:
Finally, three bullet points to summarise the behavioural changes TfL would like to see.
• Carry water with you at all times, to stay hydrated
An over-simplified over-nannying over-reaction, as discussed.
• Don't board a train or bus if you feel unwell
This is badly over-simplified too, at face value suggesting that all journeys to the doctor's (or to hospital) should be by car or taxi.
• If you feel unwell please get off at the next stop and seek help from our staff as help can be more easily obtained on a platform.
But this is bloody excellent advice. Don't be an idiot and slow down an entire tube line by staying on the tube if you're unwell. The staff at the next station might even have some water to perk you up, and see you on your way.

<< click for Newer posts

click for Older Posts >>

click to return to the main page

...or read more in my monthly archives
Jan17  Feb17
Jan16  Feb16  Mar16  Apr16  May16  Jun16  Jul16  Aug16  Sep16  Oct16  Nov16  Dec16
Jan15  Feb15  Mar15  Apr15  May15  Jun15  Jul15  Aug15  Sep15  Oct15  Nov15  Dec15
Jan14  Feb14  Mar14  Apr14  May14  Jun14  Jul14  Aug14  Sep14  Oct14  Nov14  Dec14
Jan13  Feb13  Mar13  Apr13  May13  Jun13  Jul13  Aug13  Sep13  Oct13  Nov13  Dec13
Jan12  Feb12  Mar12  Apr12  May12  Jun12  Jul12  Aug12  Sep12  Oct12  Nov12  Dec12
Jan11  Feb11  Mar11  Apr11  May11  Jun11  Jul11  Aug11  Sep11  Oct11  Nov11  Dec11
Jan10  Feb10  Mar10  Apr10  May10  Jun10  Jul10  Aug10  Sep10  Oct10  Nov10  Dec10 
Jan09  Feb09  Mar09  Apr09  May09  Jun09  Jul09  Aug09  Sep09  Oct09  Nov09  Dec09
Jan08  Feb08  Mar08  Apr08  May08  Jun08  Jul08  Aug08  Sep08  Oct08  Nov08  Dec08
Jan07  Feb07  Mar07  Apr07  May07  Jun07  Jul07  Aug07  Sep07  Oct07  Nov07  Dec07
Jan06  Feb06  Mar06  Apr06  May06  Jun06  Jul06  Aug06  Sep06  Oct06  Nov06  Dec06
Jan05  Feb05  Mar05  Apr05  May05  Jun05  Jul05  Aug05  Sep05  Oct05  Nov05  Dec05
Jan04  Feb04  Mar04  Apr04  May04  Jun04  Jul04  Aug04  Sep04  Oct04  Nov04  Dec04
Jan03  Feb03  Mar03  Apr03  May03  Jun03  Jul03  Aug03  Sep03  Oct03  Nov03  Dec03
 Jan02  Feb02  Mar02  Apr02  May02  Jun02  Jul02 Aug02  Sep02  Oct02  Nov02  Dec02 

eXTReMe Tracker
jack of diamonds
life viewed from london e3

email    twitter    G+

my flickr photostream

What's on this month?
28 Jan – 23 Apr (10am-4.30pm)
Sussex Modernism
The sixth annual exhibition at Two Temple Place focuses on radical art/writing in Sussex, and is damned excellent.

twenty blogs
ian visits
blue witch
city metric
the great wen
edith's streets
spitalfields life
in the aquarium
round the island
wanstead meteo
london museums
christopher fowler
ruth's coastal walk
london reconnections
dirty modern scoundrel

quick reference features
Things to do in Outer London
The DG Tour of Britain
Comment Value Hierarchy

read the archive
Feb17  Jan17
Dec16 Nov16  Oct16  Sep16
Aug16  Jul16  Jun16  May16
Apr16  Mar16  Feb16  Jan16
Dec15  Nov15  Oct15  Sep15
Aug15  Jul15  Jun15  May15
Apr15  Mar15  Feb15  Jan15
Dec14  Nov14  Oct14  Sep14
Aug14  Jul14  Jun14  May14
Apr14  Mar14  Feb14  Jan14
Dec13  Nov13  Oct13  Sep13
Aug13  Jul13  Jun13  May13
Apr13  Mar13  Feb13  Jan13
Dec12  Nov12  Oct12  Sep12
Aug12  Jul12  Jun12  May12
Apr12  Mar12  Feb12  Jan12
Dec11  Nov11  Oct11  Sep11
Aug11  Jul11  Jun11  May11
Apr11  Mar11  Feb11  Jan11
Dec10  Nov10  Oct10  Sep10
Aug10  Jul10  Jun10  May10
Apr10  Mar10  Feb10  Jan10
Dec09  Nov09  Oct09  Sep09
Aug09  Jul09  Jun09  May09
Apr09  Mar09  Feb09  Jan09
Dec08  Nov08  Oct08  Sep08
Aug08  Jul08  Jun08  May08
Apr08  Mar08  Feb08  Jan08
Dec07  Nov07  Oct07  Sep07
Aug07  Jul07  Jun07  May07
Apr07  Mar07  Feb07  Jan07
Dec06  Nov06  Oct06  Sep06
Aug06  Jul06  Jun06  May06
Apr06  Mar06  Feb06  Jan06
Dec05  Nov05  Oct05  Sep05
Aug05  Jul05  Jun05  May05
Apr05  Mar05  Feb05  Jan05
Dec04  Nov04  Oct04  Sep04
Aug04  Jul04  Jun04  May04
Apr04  Mar04  Feb04  Jan04
Dec03  Nov03  Oct03  Sep03
Aug03  Jul03  Jun03  May03
Apr03  Mar03  Feb03  Jan03
Dec02  Nov02  Oct02  Sep02
back to main page

the diamond geezer index
2016 2015 2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002

my special London features
a-z of london museums
E3 - local history month
greenwich meridian (N)
greenwich meridian (S)
the real eastenders
london's lost rivers
olympic park 2007
great british roads
oranges & lemons
random boroughs
bow road station
high street 2012
river westbourne
trafalgar square
capital numbers
east london line
lea valley walk
olympics 2005
regent's canal
square routes
silver jubilee
unlost rivers
cube routes
capital ring
river fleet

ten of my favourite posts
the seven ages of blog
my new Z470xi mobile
five equations of blog
the dome of doom
chemical attraction
quality & risk
london 2102
single life
april fool

ten sets of lovely photos
my "most interesting" photos
london 2012 olympic zone
harris and the hebrides
betjeman's metro-land
marking the meridian
tracing the river fleet
london's lost rivers
inside the gherkin
seven sisters

just surfed in?
here's where to find...
diamond geezers
flash mob #1  #2  #3  #4
ben schott's miscellany
london underground
watch with mother
cigarette warnings
digital time delay
wheelie suitcases
war of the worlds
transit of venus
top of the pops
old buckenham
ladybird books
acorn antiques
digital watches
outer hebrides
olympics 2012
school dinners
pet shop boys
west wycombe
bletchley park
george orwell
big breakfast
clapton pond
san francisco
children's tv
east enders
trunk roads
little britain
credit cards
jury service
big brother
jubilee line
number 1s
titan arum
doctor who
blue peter
peter pan
feng shui
leap year
bbc three
vision on
ID cards