Ad campaign to promote Recyclebank's re:route app to be developed by INITIALS

Points for each completed journey will be awards and redeemed against a programme that includes partners such as Marks & Spencer, Champneys, Classic British Hotels, Origins Skincare, Cineworld, Lush and Rush Hair.

The app is supported by Transport for London and will include posters, press, online and direct marketing activity to promote its release.

Rob Crumbie, director of marketing and communications at Recyclebank said: “An estimated 1 million additional journeys are expected to be taken every day on the TfL network during the Games, so it’s an ideal time to launch a programme that rewards people for using alternative ways of getting around London. re:route will give people options over their travel routes, and reward them for making smarter choices. Ultimately this is about long-term behavioural change, getting people to use the app as a regular part of their day.”

Lucy Savage, director at INITIALS, added: “During the Games, London will have a great buzz but will also be pretty hectic. re:route is a great way of encouraging people to get active, see more of London and swerve busy public transport. The TfL media will work hard at engaging those currently commuting whilst the campaign creative will highlight how re:route can fit in with their daily routines and can be tailored to individual needs, for example, calorie counting and time saving, making for a useful commute companion.”