1. Urban Transport Benchmarking Year Two Urban Transport Benchmarking Initiative Behavioural and Social Issues in Public Transport Results from Year 2 Directorate-General for Energy and Transport EUROPEAN COMMISSION Guido Müller - ILS NRW Neil Taylor - TTR

2. Urban Transport Benchmarking Year Two The Group: Seven Cities and Regions

3. Urban Transport Benchmarking Year Two Working Group Theme Year 1: How can we influence travel behaviour in order to increase the market share of public transport and retain existing customers? >> broad database >> narrower focus in Year 2 Year 2: Young People as a Target Group for Public Transport Marketing

4. Urban Transport Benchmarking Year Two Target Group: Young People Age 10 – 14Young Independent Traveller Age 15 – 17Independent Pre-Driving Age Age 18 – 25Driving Age

5. Urban Transport Benchmarking Year Two Indicator Overview Background Information: PT market share (general & young people YP) Knowing the Market: population structure, driving age, marketing effort (YP), trip purposes (YP) Products and Services: inventory of products and services, services (YP), fares/ticketing (YP) Communication (YP): PT information, complaint management, education, promotion, campaigns, loyalty programmes

6. Urban Transport Benchmarking Year Two Limitations and Barriers reliance on available data: definition, comparability missing data for specific target group (young people) comparability of cities and regions (size, structure)

7. Urban Transport Benchmarking Year Two Public Transport Market Share

8. Urban Transport Benchmarking Year Two Target Group Age Structure (urban)

9. Urban Transport Benchmarking Year Two Target Group Age Structure (region)

10. Urban Transport Benchmarking Year Two Public Transport Use by Young People City PT Modal Share in % PT trips by Age 10-25 in % of all PT trips Age Group 10-25 in % of pop. Market ratio PT use by young people Bietigheim- Bissingen 253118183 Paris30161794 Lisbon (Carris) 4391753 Athens3392045

11. Urban Transport Benchmarking Year Two Fare Reductions CityAge 10-14Age 15-17Age 18-25 Athensstudents: - 50 % Bietigheim- Bissingen Monthly pass: - 26 % Pass Orange Junior: about - 60 % Student Ticket: about - 80 %* Cardiff Bus - 33% Rail: depending on operator Young Persons Railcard age 16-25: - 33 % Student Railcard - 25 % day,- 10 % season Young Persons Freedom Card: - 17 % Emilia Romagna 10 cities different in every city average: Monthly Pass - 18%, Annual Pass - 36% Lisbon- 25 % (age 4-12)no reductions Paris Ile de France Annual Pass Imagine R – (age 12-26): about - 45 % Daily Ticket about - 50 % Both only weekends and holidays

12. Urban Transport Benchmarking Year Two Revenue from Young People City / RegionRevenue from Young People Athens 11 % of farebox revenue from age 10-25 compensation by Ministry Emilia- Romagna 18 % of all monthly passes (4 % of revenue) 49 % of annual passes (7 % of revenue) Paris (RATP) 7 % of farebox revenue from young 14 % including compensation Bietigheim- Bissingen 22.5 % of farebox revenue from children and young people

13. Urban Transport Benchmarking Year Two Marketing to the Young CityPromotion examples Athens school visits, graffiti contest, photo competition, Olympic volunteers Bietigheim- Bissingen teaching material, working group in PT association, company visits Emilia Romagna road safety education, safe routes to school, sustainable transport labs at schools, treasure hunt Lisbonproject school, school visits Paris Ile de France marketing with mix of media, ImaginR campaign, customer relation management

14. Urban Transport Benchmarking Year Two Case Studies - Overview Night Bus Schemes: Bietigheim-Bissingen (nachtaktiv), Cardiff (L8 Night Bus), Emilia-Romagna (Blue Bus, Blue Train) ImagineR: Young Persons Loyalty Program in Paris Event-based PT promotion: Lisbon (SuperBock Music festival), Bietigheim-Bissingen (Public Transport Day), Bologna (Treasure Hunt) Promoting PT through education: Lisbon (Project School by Carris, Schoolway.net), Athens (promotion to university students),

15. Urban Transport Benchmarking Year Two ImagineR in Paris loyalty program for young (age 12-26 and 26+) fare reduction, travel services, attractive offers. smart card introduced 1998 fare reduction of about 45 %: weekends and holidays positive advertising and branding, www.imagine-r.comwww.imagine-r.com promotion partners: cinemas, McDonalds, EuroDisney, retailers 680,000 card holders (12-26) = 75 % penetration rate use of database for customer relation management >> goal of establishing PT long-term PT use

16. Urban Transport Benchmarking Year Two Conclusions status of marketing to young people: fare reductions and limited promotional activities, few overarching strategies limited mobility management for target group (e.g. with schools) task: connect to positive lifestyle images (smart, cool, fun etc.) core principles: -- 10-14: information/education: learning and awareness -- 15-17: fare offers, loyalty schemes -- 18-25: fare offers, incentives, parachute package partnerships with schools, authorities, promotional partners