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Urban Transport Benchmarking Initiative

Directorate-General for E nergy and Transport. EUROPEAN COMMISSION. Urban Transport Benchmarking Initiative. Behavioural and Social Issues in Public Transport Results from Year 2. Guido Müller - ILS NRW Neil Taylor - TTR. The Group: Seven Cities and Regions.

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Urban Transport Benchmarking Initiative

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  1. Directorate-General for Energyand Transport EUROPEANCOMMISSION Urban TransportBenchmarking Initiative Behavioural and Social Issuesin Public Transport Results from Year 2 Guido Müller - ILS NRW Neil Taylor - TTR

  2. The Group: Seven Cities and Regions

  3. Working Group Theme Year 1: “How can we influence travel behaviour in order to increase the market share of public transport and retain existing customers?” >> broad database >> narrower focus in Year 2 Year 2:“Young People as a Target Groupfor Public Transport Marketing”

  4. Target Group: Young People Age 10 – 14 Young Independent Traveller Age 15 – 17 Independent Pre-Driving Age Age 18 – 25 Driving Age

  5. Indicator Overview • Background Information: PT market share (general & young people YP) • Knowing the Market: population structure, driving age, marketing effort (YP), trip purposes (YP) • Products and Services: inventory of products and services, services (YP), fares/ticketing (YP) • Communication (YP): PT information, complaint management, education, promotion, campaigns, loyalty programmes

  6. Limitations and Barriers • reliance on available data: definition, comparability • missing data for specific target group (young people) • comparability of cities and regions (size, structure)

  7. Public Transport Market Share

  8. Target Group Age Structure (urban)

  9. Target Group Age Structure (region)

  10. Public Transport Use by Young People

  11. Fare Reductions

  12. Revenue from Young People

  13. Marketing to the Young

  14. Case Studies - Overview • Night Bus Schemes: Bietigheim-Bissingen (nachtaktiv), Cardiff (L8 Night Bus), Emilia-Romagna (Blue Bus, Blue Train) • Imagine’R: Young Persons Loyalty Program in Paris • Event-based PT promotion: Lisbon (SuperBock Music festival), Bietigheim-Bissingen (Public Transport Day), Bologna (Treasure Hunt) • Promoting PT through education: Lisbon (Project School by Carris, Schoolway.net), Athens (promotion to university students),

  15. Imagine’R in Paris • loyalty program for young (age 12-26 and 26+) fare reduction, travel services, attractive offers. • smart card introduced 1998 • fare reduction of about 45 %: weekends and holidays • positive advertising and branding, www.imagine-r.com • promotion partners: cinemas, McDonalds, EuroDisney, retailers • 680,000 card holders (12-26) = 75 % penetration rate • use of database for customer relation management>> goal of establishing PT long-term PT use

  16. Conclusions • status of marketing to young people: fare reductions and limited promotional activities, few overarching strategies • limited mobility management for target group (e.g. with schools) • task: connect to positive lifestyle images (smart, cool, fun etc.) • core principles:-- 10-14: information/education: “learning and awareness”-- 15-17: fare offers, loyalty schemes-- 18-25: fare offers, incentives, “parachute package” • partnerships with schools, authorities, promotional partners

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