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Transport for London has enlisted the help of the iKyp in a communication campaign to educate tourists about the capital’s Oyster card fare system. The patented paper-based communication tool will be handed out to new arrivals at Gatwick airport. The campaign will also be rolled out to Visit Britain and Eurostar over the next few months.

The iKyp, which has been created in conjunction with TfL’s through-the-line agency OTM London, will focus on ensuring all visitors to London get the best value fares with their Oyster card. The information will reinforce the ‘touch in/touch out’ message to ensure users pay the optimum price for each journey and avoid the maximum fare, which is charged when they forget to touch in or out.

The pocket sized iKyp holds the Oyster card alongside a pull out bus and Tube map and handy interactive information wheels, which line up to make the fare structure easy to understand. The iKyp also hosts information on how to top up the Oyster card and where and how it can be used.

Trevor Cheeseman, TfL Senior Marketing Manager, commented: “TfL required a marketing piece that would educate tourists on the workings of the Oyster card and London’s transport network. The iKyp is perfect due to the vast amount of information it can contain in a compact format. Alongside this, it has a proven high retention rate among users. With this tool, we can ensure that new arrivals to the capital have the information they need to navigate the transport system.’

Nicholas Miller, CEO at Kyp Systems, commented: “Having been used in successful campaigns for the underground transport network in New York and as a card holder for the Hong Kong Oyster equivalent, we’re confident that the iKyp is the ideal solution for TfL’s brief.”