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

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• 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

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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

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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

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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€

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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

katerina.oktabcova@mag-ul.cz

www.usti-nad-labem.cz/civitas