INTERREG III B Optimum2 Project.

Clive Brown, Project Leader, Edinburgh

Optimal Planning Through Implementation of

Mobility Management

INTERREG III B Optimum2 Project.

Marketing of Transport Initiatives

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.

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.

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 PlanningManual and automated techniques used.

INTERREG III B Optimum2 Project.

Final Monitoring

• Surveys Distributed: 15,800.

• Surveys Returned: 1,762.

• Response Rate: 11%.

INTERREG III B Optimum2 Project.

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. 

INTERREG III B Optimum2 Project.

• Car: slight declines (2 - 3%) at both hospitals.

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.

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?

INTERREG III B Optimum2 Project.

For further further information on this project and our ”Cookbook” of mobility management measures, please see:

www.optimum2.org

INTERREG III B Optimum2 Project.