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Urban Transport Benchmarking Initiative

Directorate-General for E nergy and Transport. EUROPEAN COMMISSION. Urban Transport Benchmarking Initiative. Behavioural Issues affecting Sustainable Urban Commuting Ideas for Year 3. Guido Müller - ILS NRW. Review Year 2: Theme and Group.

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Urban Transport Benchmarking Initiative

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  1. Directorate-General for Energyand Transport EUROPEANCOMMISSION Urban TransportBenchmarking Initiative Behavioural Issues affecting Sustainable Urban Commuting Ideas for Year 3 Guido Müller - ILS NRW

  2. Review Year 2: Theme and Group “Young People as a Target Groupfor Public Transport Marketing” • Athens • Bietigheim-Bissingen • Cardiff • Emilia-Romagna • Lisbon • Paris / Ile de France

  3. Review Year 2: Status • age 10-25: 17-20% of the population >> 10-30% of all PT trips • often specific night- and disco-bus services • status of marketing to young: fare reductions and limited promotion, few overarching strategies and loyalty schemes • limited mobility management for target group (e.g. with schools)

  4. Review Year 2: Conclusions • task: connect to positive lifestyle images(smart, cool, fun etc.) • core marketing principles:> 10-14 - Young, Independent Traveller information/education: “learning and awareness”> 15-17 - Independent Pre-Driving Age fare offers, loyalty schemes> 18-25 - Driving Age fare offers, incentives, “parachute package” • partnerships with schools, authorities, promotional partners

  5. Proposed Theme for Year 3 “Behavioural Issues affectingsustainable urban commuting” • continues the target group approach: commuters • topic can be addressed according tothe interest of the workgroup members:  focus more on public transport or more multi-modal  focus on more on communication and marketing or integrated mobility management

  6. How to affect the commute • information and promotion • new and improved products and services • travel planning • financial incentives and framework conditions

  7. Informationand Promotion • campaigns, action dayse.g. European Mobility Week (Clever Commuting), Cycle to Work • promotion of public transporte.g. test tickets, information days, personal timetables • cycling promotione.g. cycling lottery, cyclist breakfast at work • mobility consultinge.g. company visits by public transport operators • individualised marketing

  8. New and Improved Productsand Services • rebated public transport ticketsfor commuters, loyalty programmes • adjustment of working hours and PT timetables • car-pooling and car-sharing services • cycle infrastructure (public and private) • company-operated collective transport

  9. Travel Planning • travel plans for employers • co-operation of employers,authorities and operators • travel planning networks • information and support • consulting services

  10. Financial Incentives andFramework Conditions • tax framework for the commutee.g. deduction and compensation,incentives as taxable income • parking management, parking fees • legal framework • employer / employee surveys • monitoring and evaluation

  11. Further Suggestions • case study publication across working groups • well-prepared discussion of interesting good practiseby group members, leading to a … • … focus group approach? qualitative method to complement quantitative data collection moderated group discussion/interview production of insight through interaction

  12. Join the Group ! If you are interested to change the way of the commute Please come and join the working group ! Contact Joanna Ward: E-mail: joanna.ward@ttr-ltd Phone: +44 (0) 115 941 1141

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