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1996-10-29 LRT-001
London Regional Transport

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New fare evasion campaign Ė a different approach


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crime
London Transport
London Regional Transport
London Underground
ticket touts



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London Regional Transport

New fare evasion campaign Ė a different approach
_______________________________________________________________


date
29 October 1996
source London Regional Transport
type Press release



London relies on the system that relies on your fare - thatís the message at the heart of a major new fare evasion campaign launched by London Transport today.

The campaign seeks to reinforce the importance of fares income in the day-to-day running of Londonís transport system. Despite a Penalty Fares scheme, fare evasion still loses London Underground and London Transport Buses an estimated £36 million each year which could otherwise be reinvested to deliver service improvements to the customer.

The first in a series of distinctive, high quality advertisements appear today in the press and on poster sites across London. Poignant photography underpins the core message, showing how people from all walks of life rely on the capitalís public transport system.

Later phases of the campaign will raise customer awareness on issues including out of zone travel, over-riding and ticket touts.

Norman Cohen, LTís Marketing Director said: "Our high impact campaigns during 1995/6 highlighted the illegality of fare evasion and were generally well received by fare payers. However, we feel the Ďbig stickí approach towards Penalty Fares has run its course for the time being.

"Londonís annual population of 24 million public transport users and the many visitors to the capital recognise clearly the value of the Tube and bus system. This campaign emphasises the significance of fares income in sustaining and improving the system on which they rely."

Nick Agnew, London Undergroundís Revenue Services General Manager said: "Tube passengers who fare dodge are not contributing their fair share towards the very system on which they travel. This campaign seeks to win these people over then the system as a whole can benefit from the revenue which would otherwise have been lost.

"Persistent fare evaders also need to understand that we are not going soft on fare evasion - ticket inspections at barriers and on trains will continue. At the same time we will continue to improve the ticket selling service to reduce the excuses offered for not having a valid ticket."

Over-riding is a particular problem for London Transport Buses and the next stage of the campaign will also focus on this issue. Paul London, London Transport Busesí Revenue Services Manager said: "Bus passengers who over-ride, i.e. travel further than their fare permits, are contributing to an estimated £22.7 million in lost revenue.

"Later stages of the campaign will encourage bus passengers to make sure they always have the right ticket for their journey. Despite this, it will be business as usual for our inspectors and the £5 Penalty Fare will remain in use."


Railhub Archive ::: 1996-10-29 LRT-001





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