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London 2012 Summer Olympic Games

Beginning in 2005, IBI Group was retained to help London win the rights to host the 2012 Games, by showcasing the future of the transport system. When London was awarded the Games, IBI Group helped London “Get Ahead of the Games”, by delivering the complex and high-profile traveller information services work stream from strategy through design, and into implementation and operation as part of the critical Travel Demand Management (TDM) programme.  

Our work has been internationally credited for the success of delivering an efficient, effective, and robust transportation solution for this landmark event–an area identified as one of the key risks in advance of the London 2012 Olympic and Paralympic Games.

Olympic Delivery Authority, Transport for London
London, UK
2013 Completed

One of the key areas of concern for organizers of the 2012 Summer Olympic and Paralympic Games in London, England was an ability to seamlessly add three million extra journeys on London’s transportation systems on its busiest game days. IBI Group’s travel demand management work was part of a nation-wide campaign to “Get Ahead of the Games”, providing travel advice to spectators and Londoners prior to and during the Games to ease their journeys.

Our transportation experts coordinated with many stakeholders ahead of and during the games to ensure success. The public’s dedicated traveller interface, the ‘Get Ahead of the Games’ website, and the complex wayfinding and signage helped keep Londoners moving and helped spectators enjoy various London 2012 events, hassle-free.

Following the success of the London 2012 Travel Demand Management (TDM) programme, IBI Group was retained to assist in the learning and legacy for Transport for London’s own traveller information system.

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Forward Thinking Award


By Intelligent Transport Society of the UK

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London Transport Award


Special Recognition of Contribution to Transport in London,
By Transport for London

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National Transort Award


Travel Information and Marketing,
By Department for Transport

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Silver Medal


CRM, Get Ahead of the Games,
By Direct Marketing Association

We helped keep London moving during complex and accelerated movement during the London 2012 Games, allowing them to adapt and prepare for a landmark event with thousands of athletes and millions of spectators.

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