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INTERREG III B Optimum2 Project.

INTERREG III B Optimum2 Project. Optimal Planning Through Implementation of Mobility Management. Clive Brown, Project Leader, Edinburgh. INTERREG III B Optimum2 Project. Marketing of Transport Initiatives. INTERREG III B Optimum2 Project. Marketing Measures Required

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INTERREG III B Optimum2 Project.

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  1. INTERREG III B Optimum2 Project. Optimal Planning Through Implementation of Mobility Management Clive Brown, Project Leader, Edinburgh

  2. INTERREG III B Optimum2 Project. Marketing of Transport Initiatives

  3. INTERREG III B Optimum2 Project. Marketing Measures Required • Preparation of a Marketing Plan. • Design and production of publicity material, targeted at employees (at major employers), about public transport improvements. • Personalised Travel Assistance programme for at least 400 staff, from at least two employers.

  4. INTERREG III B Optimum2 Project. Marketing Measures Applied • Publicity and Information. General: in the form of posters and postcards. Specific: Edinburgh Park Cycling leaflet. • Project website. Launched in November 2005. • Newsletters. Three distributed, in electronic and hard copy formats over the project lifetime.

  5. INTERREG III B Optimum2 Project. Marketing Measures Applied • Personalised Travel Assistance(PTA) Provided to a total of 590 staff at: • Royal Bank of Scotland, July 2005. • Fort Kinnaird Retail Park, April 2006 and • Telford College, August 2006. • ”Travel Clinics” in Edinburgh Park offices. • Personalised Journey Planning Manual and automated techniques used.

  6. INTERREG III B Optimum2 Project. Final Monitoring • Surveys Distributed: 15,800. • Surveys Returned: 1,762. • Response Rate: 11%.

  7. INTERREG III B Optimum2 Project.

  8. INTERREG III B Optimum2 Project. Localised Changes • Walking: 1% increase at the Western General and Telford College. • Cycling: 2% increase at the Royal Infirmary of Edinburgh, 3% at the Western General and 3% at Telford College. • Bus: 10% increase at Fort Kinnaird and 3% at the Royal Infirmary of Edinburgh. • Rail: 3% increase at Edinburgh Park and 2% at the Western General Hospital. 

  9. INTERREG III B Optimum2 Project. • Car: slight declines (2 - 3%) at both hospitals.

  10. INTERREG III B Optimum2 Project. What has been learned? • Less specific approach to trip types seems to achieve more e.g. in Darlington. • Project was about the behaviour of people, who can have non – linear reactions. • Edinburgh is not alone. • Council people benefit from involvement.

  11. INTERREG III B Optimum2 Project. What remains unanswered? • Would a longer project have allowed a modal shift to public transport to be eventually detected? • Why did people have their non – linear reactions?

  12. INTERREG III B Optimum2 Project. For further further information on this project and our ”Cookbook” of mobility management measures, please see: www.optimum2.org

  13. INTERREG III B Optimum2 Project.

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