Self-advertising or promoting the others? The cultural change of public transport

12 countries, Arriva - Overview 21,840 employees, 6,647 buses, 204 train sets 5,400 employees, 2,030 buses, 47 train sets 2,300 employees, 1250 buses, 51 train sets 1,000 employees, 340 buses, 26 train sets 2,422 employees, 828 buses, 129 train sets 324 employees, 220 buses *2,732 employees, 1,290 buses, 4 train sets 354 employees, 267 buses *2,667 employees, 1,892 buses more than a billion passenger journeys every year *Including share of associates 120 employees, 13 train sets

In 2007 with partners started operating passengers rail service in north west region of Poland. We are present also in Czech Republic, Slovakia and Hungary Did you know? One of the UK’s top three bus operators Arriva is: The largest private sector bus operator in Italy A major bus operator in the Netherlands, where Arriva is already the largest private rail operator The largest bus operator and the first private company to operate rail passenger franchises in Denmark We have established successful operations in Spain. In Portugal we are one of the country’s leading bus companies The largest operator in the region of Skáne, providing half of bus services in Malmö, Sweden’s third largest city Arriva entered the German rail market in 2004, and the bus market in There is a solid operational base in this large and growing market

General considerations: The additional income is the most important factor when talking about selling spaces on vehicles and infrastructures. But, we have to take into consideration that it does not affect the way passengers value our services.

Arriva Spain and Portugal buses 2003  started to promote buses as real means of cost effective local and national advertising All companies have of course begun the process of selling spaces on buses

Arriva Spain and Portugal But advertising has also been used to develop Arriva’s routes in the form of publicity or route branding. The service linking Coruña to Ferrol has been called “Conéctate” [Connecting you] the complete wrapping of the bus shows that the line is connecting the two towns while promoting the free wifi service provided on the bus.

Arriva Denmark The same message – free wifi line on buses – Has been developed by transforming the bus in a small yellow toy with wifi aerials. As if it were a space bus. These posters have been affixed on buses and station infrastructure to reach the greatest number of passengers.

Arriva Denmark All campaigns sprout in offices… “I love my passengers”, the bus driver says and virtually hug them all BUT In Denmark protagonists are real drivers, controllers and agents working for Arriva Netherlands.

“I love precise service” and he checks the watch Arriva Denmark

Leave the car at home and use the bus!

Arriva Netherlands The focus in the Netherlands is really to develop the idea that collective transport is the future Infrastructure promotion for: - New services or new lines - Campaigns to promote the use of public transport On-bus ads are for - Tickets /special tickets - Special promotions (i.e. for families, for parks)

Arriva Netherlands The Dutch future is: A motivation campaign towards car-users on major Billboards along the main highway to Amsterdam together with other bus companies and the client body.

Arriva Italy We commit ourselves to make customers understand that: Because it is: - Cheaper - More comfortable - Environmental friendly Collective Transport is COOL

Arriva Italy Therefore campaigns focus on reminding the customers the OPTION of public transport…

Arriva Italy Reminding new timetables are becoming effective…

Arriva Italy..Or reminding new lines for special events

Arriva Italy for social purposes Advertising to promote new lines which have been developed for social purposes This is the example of the campaign “Vado a divertirmi sicuro!” [Going out tonight? Yes!...and safe with the bus!] promoted together with local Authorities.

Arriva Italy Buses are Marketing with wheels… 1st Buses would have been changed soon and implemented with cleaner ones 2nd The company is environmentally committed 3rd We are improving the service we provide Communication to customers:

Conclusions

Advertise The others additional revenues Grants additional revenues Ourselves long term investment Is a long term investment display windows We exploit the power we have with all the running display windows that are our buses

The cultural change 1 st Qualify your product 2 nd Begin with marketing

Thank you