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Urban Transport Benchmarking Initiative

This report focuses on the behavioral issues affecting sustainable urban commuting, particularly targeting young people (ages 10-25), who constitute a significant portion of public transport users. It reviews the marketing strategies utilized over the past two years, including lessons learned and proposed themes for Year 3. Key areas include promoting public transport through positive lifestyle images, developing tailored fare offers, and enhancing multi-modal mobility management. The initiative emphasizes collaborative efforts with schools, authorities, and promotional partners to encourage active commuting.

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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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