Merseyside TravelWise

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• Changing the Way We Travel in Merseyside
• CATCH Conference
• June 2005

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TravelWise Initiative

• LTP Partners
• Travel Awareness
• Co-ordinated across LTP area
• Sustainable transport brand
• Maximising
• Impact
• Resources
• Effectiveness
• Travel Plans
• Marketing campaigns
• CATCH - new ideas

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Catch Projects

• Ecotravel

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Calorie Map
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Residential

• Change
• Developers
• City Centre
• mixed response
• major development timescales
• Policy
• Planning
• Commute

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Communication Gap

• Target
• High car use
• Good offer for
• Bus
• Rail
• Cycle
• Walk
• Where use car less effective
• South of city
• Cressington / Grassendale

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Approach

• Common messages
• Multiple sources
• Motives for current behaviour
• Identify events
• Facilitate change
• Reduced car travel
• improved health

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Common Messages

• Background publicity
• Merseymart - 15000
• Postal mailing 2000
• Health/leisure centres/
• library 3000
• Key messages
• Improve health
• Use public transport more
• Trusted sources
• Different relevant approaches
• Targeted marketing

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Target the Dialogue

• Pilot dialogue with 50 households
• WHY
• Personal health
• Reducing stress levels
• Saving money
• Saving time
• HOWS
• Perceived PT network coverage and service timing
• Perceived comfort and quality
• Identify people interested in change

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Local Organisations

• GPs and health centres time input
• Leisure centres and clubs cricket club
• Community groups champion crucial
• Schools travel plans
• Businesses nearly all small, garages

Liverpool Cricket Club
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Behaviour Groups

• Discontented drivers
• Aspiring environmentalists
• Reluctant riders
• Carless crusaders
• Complacent car addicts
• Die hard drivers

Group A
Group B
Group C
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Personalised Travel Plans
Group A
Group B
Group C
Healthy Travel Pack Personalised journey
info Free Travel tickets Cycle maps Timetables Cal
orie maps Telephone dialogue Experiences Barriers
Healthy Travel Pack Personalised journey
info Timetables Walkabout guide Out and about
guide Telephone dialogue Encourage travel
Ambassadors Complex trips
Telephone/face to face dialogue Raise potential
motivators Suggest travel linked with life events
Sample as of June 2005
300
60
70
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Personalised Journey Plan
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Personalised Information

• Calories
• Emissions
• Stress levels
• Cost Time
• Bus/rail stops
• Service info.

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Results

• Awareness
• Street surveys planned for early July
• Acceptance
• Engagement mainly some acceptance already
• Short term
• 80 made experimental journeys
• Quantifiable benefits
• Consumer surplus circa 2000 per year
• Emissions cut from project 22,000 kg CO2 per year
• Long term behaviour?

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Learning

• Small organisations keen but expensive
• Time to build commitment
• Trust with transport providers
• Partners - car organisations
• Using settings to target other members of
  household
• Implementation period of 2 years needed for
  networks to grow

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• www.gotravelwise.com
• info_at_gotravelwise.com

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