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Measure 39
Public Transport Promotion Campaign
13.6.2012
Katerina Oktabcova
Usti nad Labem Municipality
Measure 39
Background and Objectives
Increasing number of personal vehicles andrelated rising negative impacts on the city environment
Measure objective:
• Analyse needs of PT passengers
• Reveal deficits in current PT services and design improvements
• Present benefits of public transport
• Encourage greater take-up of urban PT
Measure 39
Measure overview
Tasks
• 11.4.5 Understanding PT Users– Finished in M19
– RTD task
– Research study of behavior and needs of actual and potential public transport users in the city
• 4.14 PT Promotion Campaign
– Launched in M41
– DEMO task
– Implementation of a public campaign promoting urban public transportation
Measure 39
Task 11.4.5 – Understanding PT users
Overview of PT services in the city
Survey of PT usage and coverage
• transport volumes, directional relations and transfer links for all lines – buses and trolleybuses
• Identification of problems and recommendation for improvements submitted to PT Company of UL
• Optimisation of the PT Company
Survey of public opinion on provided services
• Thematic fields: PT usage, payment methods, serviceability of the city, cleanliness and attractiveness, safety, accessibility, modal split, provision of information and required improvements
• Questioners in PT vehicles and on stations
Number of passengers transported by PT per day
Line Wednesday Saturday Sunday
2 128 57 56
3 7484 4819 3958
4 703 123 100
5 7614 2015 1949
6 563 270 168
7 802 0 0
9 1828 1153 832
11 12294 6602 5143
12 2442 845 722
13 2926 1376 1064
14 130 0 0
15 1186 484 349
17 4381 586 516
18 999 0 0
19 2565 631 494
26 166 55 53
51 10114 6741 5038
52 8331 4424 3285
53 9480 388 138
54 11529 6990 4816
55 9633 6388 4282
56 13287 7346 5321
57 9393 5007 4571
58 2472 0 0
59 1601 0 0
60 20119 9706 7216
62 2149 2011 1593
101 178 250 107
102 117 107 88
103 13 11 1
Total 144 627 68 385 51 860
Measure 39
• Public events
• Workshops with students and seniors
• Exhibitions (history and development of PT in the city)
• Competitions (promotional video, history of PT)
• Training activities (training bus for children, education materials for traffic court)
• Promotion in local media
• Promotional PT vehicles with free WIFI
4.14 - PT Promotion Campaign
Measure 39
Measure 39
PT information brochures
• General information
• Information about touristic lines
• Information about night lines
• Information about PT in the city centre
• Information about barrier-free access routes to PT
Promotional materials
•Leaflets, school time-tables, colouring books and other graphical materials with PT theme
Promotion in local media and through website
Measure 39
Results
Recommendations for Improvements
• Overview of shortcomings and required improvements submitted to the PT Company (missing information, missing equipment at stations, poorly marked stations, neglected maintenance, advertisings covering view from windows)
Majority of PT connections in the city optimised
Identified and promoted positive efforts of the PT Company
• Pavement kerbs shaped to reach boarding edge of a PT vehicle to enable smooth access
• Improving provision of information – in vehicles, at selling points, on stations
• Gradually improving equipment
Public campaign helped to improve image of local PT
Measure 39
Budget and costs
Purchases:
• Promotional materials for the campaign
– Brochures
– Training materials
– Awards for competitions (PT vouchers, camera)
– CIVITAS gifts (diaries, bags)
– Wi-Fi and promotional design for 2 PT vehicles
– TV spots
– Budget 17 000€
– Actual costs cca 15 000€
Measure 39
Evaluation
Assessment of indicators:
• Data for indicators gathered before (2009/2010) and after campaign implementation (2012)
• Questioners distributed to residents and available at public offices, on the city website and in local newspaper
• Results and proposals for improvements delivered to the PT Company
Awareness level: positive response before 46%, after 49%, result +3% Acceptance level: positive response before 50%, after 51%, result +1%
No. Target Rating
13 - Awareness level 25 %
14 - Acceptamce level 25 %
NA = Not Assessed O = Not Achieved = Substantially achieved (at least 50%) = Achieved in full = Exceeded
Measure 39
Event • Date • Location • Speaker
Thank you!
Katerina Oktabcova
CIVITAS Archimedes
Ústí nad Labem Municipality
www.usti-nad-labem.cz/civitas