The DfT is preparing for the launch next year of Transport Direct, a web-based service designed to act as a one-stop information point for journeys involving any mode of transport.
It has earmarked a seven-figure sum to promote the service, which will be soft-launched to test its effectiveness before being rolled out through an intensive publicity campaign.
The DfT's marketing director, David Murphy, said marketing plans were still in development, but the Department has already held talks with some agencies about the launch. Murphy declined to comment on the likely marketing investment for Transport Direct. A brand identity for the service is thought to be in development.
The creative pitch will be handled by the DfT under the continuing arrangement which sees it managing its agency roster until contracts expire in around 18 months time. It is then likely to become part of the new media buying framework being established by COI Communications.
Transport Direct, which critics say will overlap with some of the services provided by the government's Traveline operation, will offer information about journey times, fares and up-to-date details of service disruptions.
Ultimately, it hopes to be able to deliver live information direct to mobile phones and other wireless devices.
The DfT hopes that Transport Direct will be enhanced by partnerships with brands in the transport and mobile phone industries, though details have yet to be announced.
Last month, a survey revealed that calls to the National Rail Enquiry Service were leaving consumers with inaccurate information about fares and journey times.
It came as the Strategic Rail Authority admitted that hundreds of train services were being removed from timetables to tackle poor performance and ease congestion on key routes.
The government has pledged to expand rail travel by 50% by 2010, but there remains concern that the £33bn of public money allocated to the railways over ten years will be insufficient to meet that target.
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