London Bridge Station Hoardings

Achieving high levels of awareness through a customer-driven approach to passenger communications

This case study demonstrates how a customer-driven approach with clear, concise communication led to high levels of passenger awareness during the redevelopment of London Bridge station.

In summer 2016 Network Rail commissioned two large hoardings at London Bridge station, located on the main concourse and the interim ticket office (ITO).

The objectives were to make passengers aware that:

  • Although building work was progressing well, the new station would not be complete until January 2018
  • Some service benefits would not be apparent until later in 2018
  • The new concourse will dramatically improve the experience of using the station.

Additionally, the hoardings – one of which was the largest ever created for Network Rail, at 8.2m high – communicated the wider Thameslink Programme benefits.

Main concourse hoarding

The sheer size of the main concourse hoarding allowed for a stunning bright blue vista when passengers arrived on the station concourse. It featured in most traditional and social media coverage that the station opening achieved. Incorporated CGI images were designed to demonstrate what the station would look like once construction work was complete and the hoardings removed.

ITO hoarding

The ITO hoarding was a more traditional 2.4m-high hoarding line that stretched 125m – the length of twelve double-decker buses – from the upper concourse platforms around to the outside of the station where the ticket office had been sited.

The design aimed to inject some brightness into the station and focused on key benefits of the Thameslink Programme. A modular approach enabled the hoarding to be moved around as construction required and kept costs down. Wayfinding was also incorporated into the design to avoid signage fighting for prominence.

At both locations, efforts were made to minimise the amount of copy featured. This allowed for a clean and uncluttered creative approach, where the photography and messaging is allowed to shine through.

The project was managed by the Thameslink Programme communications team alongside Southern, Southeastern, Department for Transport, Transport for London and Network Rail. Significant input was also sought from the London Bridge station and redevelopment teams. The creative was developed by Clinic London, and installation carried out by Magnet Harlequin.

Achievements

The two hoardings were an integrated part of the Thameslink Programme’s August 2016 campaign, contributing towards:

  • 83% awareness of the Thameslink Programme among commuters
  • 46% of commuters knowing a fair amount or a great deal about the Thameslink Programme

The outcomes compared favourably with other major station redevelopments.

The hoardings also demonstrated Network Rail’s customer-driven approach with clear, concise communication. The design and content sought to recognise that while station improvements will deliver tangible benefits, passengers are more interested in the improvements to services that the Thameslink Programme would offer.

The campaign as a whole – of which the hoardings were a part – demonstrated what can be achieved when taking a collaborative approach with key stakeholders.

Further information

For more information on this Learning Legacy case study please email contact@thameslinkprogramme.co.uk