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.
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