TravelSmart Partnering for Success Patricia Lucy Program 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 ChangeGeneral 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

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

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

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 You Patricia Lucy