Mobility Management: Making public transport more popular
Despite a number of improvements and innovations, the public transport system remains unpopular in the Estonian capital of Tallinn. The city will develop a marketing strategy to improve communication with citizens on the new and improved sustainable mobility options the city has to offer.
Implementing sustainable mobility
Tallinn has identified low popularity of public transport and light transport as a problem that needs to be addressed. The city has already introduced innovative solutions and improved the quality of sustainable transport modes but these measures remain largely unnoticed by the general public. The city has realised that it needs to develop a marketing strategy to promote its public transport service and to inform citizens of mobility options in the city.
The main objectives of the measure are to:
>> Keep current public transport users by raising their awareness of their sustainable mobility choice;
>> Improve people’s satisfaction with the public transport service and improve its overall image in the urban area;
>> Raise awareness of sustainable mobility concerning for instance the impact of different mobility choices such as modes of transport or car trips with only one passenger; and
>> Increase the number of people who use public transport, cycle or walk and change the habits of car users.
Tallinn is aware that encouraging car users to switch to sustainable modes is a difficult task that requires a lot of resources. One issue that needs to be addressed for example is that active travel modes tend to be seen to be for lower social groups, while the car is seen as a status symbol.
How is the measure progressing
The first task for Tallinn in this measure has been to draw up a communication plan that includes specifications for a media campaign. Target groups have been defined (schools, work places, individuals) and practical interventions have been specified such as mobility plans, education and promotional activities. The communication plan sets out a number of activities that need to be carried out together with passenger satisfaction surveys. According to the results of the surveys, the communication plan will need to be updated. Data collection will allow for evaluation of the measure.
What are the expected results of the measure
Tallinn expect from this measure that:
>> Awareness of the benefits of public transport and light transport choices will increase by 10 percent; and
>> Usage of newly developed infrastructure will increase by 10 percent.
Contact: Anu Leisner
