TravelSmart Partnering for Success

Patricia LucyProgram Manager, TDM

TransLink

What is TDM ?

TDM is a general term for the strategies that result in a more efficient use of transportation resources

-Victoria Transport Policy Institute

TDM at TransLink

Policy-Transit Oriented

Urban Planning

-Road Pricing

TDM -Education- Incentives

- Ongoing engagement

Infrastructure-Transit Investments

-Bike Lanes-Greenways /walking

paths-Transit oriented

development

• Softer measures to encourage and enable changes in travel habit and mode

• Promoting efficient use of the network capacity

• Supporting healthy, sustainable living

TDM at TransLink

Policy-Transit Oriented

Urban Planning

-Road Pricing

TDM -Education - Incentives

- Ongoing engagement

Infrastructure-Transit Investments

-Bike Lanes-Greenways /walking

paths-Transit oriented

development

Engagement &Relationship Building

Creating Behaviour Change

Trial & Behaviour Change General Awareness

• Leveraging funds and resources • Third Party endorsement • Positive brand associations• Reaching new markets • Facilitate revenue • Improving Customer experience • Encourage trial of sustainable transportation

What can a Good Partnership Achieve?

Utilizing Capacity

Normalizing Sustainable Travel

New Reason’s to TravelSmart

• 2,000 three-day Transit passes• Sustainable travel messaging promoted transit, park

and rides and walking central to all promotions • TravelSmart booth and heritage trolley at the festival • Grey cup swag provided for staff and contesting • $70,000 worth of media to promote the message

TravelSmart to the game provided by Grey cup and TravelSmart

The Grey Cup

The Grey Cup

The Grey Cup

• 1,000 attendees in the Opera Train Promotion • 500 day passes distributed to Opera attendees• TravelSmart to the Opera messaging to 30,000

Distribution List • $30,000 media buy paid for by the Vancouver Opera • Well covered joint media event• Surprise and delight for our customers • Build positive brand association

The Vancouver Opera

The Opera Train

• Encourage residents to travel from Surrey and Richmond to Downtown Vancouver to attend the opera

• To use the SkyTrain and the fastest and most convenient way to travel there

• To encourage trial of the system • Provide surprise and delight to our customers • To provide an unlikely brand association between

opera and public transit

The Opera Train

The Opera Train

• Make the link between Transportation and health• A credible third party endorser of the importance of

travel choice on health • Leveraging funding • Incorporating endorsed health messaging into our

outreach

Heart and Stroke

Heart and Stroke

• Invest the time • Clear and agreed purpose and objectives • Shared values • Commitment and ownership by both parties • Trust between partners • Create clear and robust partnership arrangements • Mutual benefits for all partners • Systems to monitor, measure and learn

Successful Partnerships

• New innovative ways to reach potential customers• The new marketing angle is third party endorcement• TDM professionals that understand customers and can make

the links between policy, infrastructure and TDM measures • Creative license to fully embrace this mandate

Successful Partnerships

Thank YouPatricia Lucypatricia.lucy@translink.ca