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; a 550:1 ratio of the value of success to the investment required to achieve it.