Olympic Delivery Authority / Transport for London - Securing Gold at London 2012

In the run up to the Olympics, London anticipated an unprecedented transport surge. Modelling showed that the transport network would not cope with demand, even after a £6.5bn infrastructure upgrade. A ‘Travel Demand Management’ programme was devised, investing 0.3% of the Games’ budget to encourage London to ‘Get ahead of the Games’ by changing its travel behaviours. This resulted in 77% of ‘background demand’ users modifying their travel behaviour, thousands of businesses implementing contingency plans and 11.2m ticket holders journeying as recommended, thereby preventing operational melt-down. The £30m expenditure effectively safeguarded £16.5bn of benefits