INTERREG III B Optimum2 Project'

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INTERREG III B Optimum2 Project.

• Clive Brown, Project Leader, Edinburgh

Optimal Planning Through Implementation
of Mobility Management
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INTERREG III B Optimum2 Project.

Marketing of Transport Initiatives
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INTERREG III B Optimum2 Project.

• Marketing Measures Required
• Preparation of a Marketing Plan.
• Design and production of publicity material,
  targeted at employees (at major employers), about
  public transport improvements.
• Personalised Travel Assistance programme for at
  least 400 staff, from at least two employers.

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INTERREG III B Optimum2 Project.

• Marketing Measures Applied
• Publicity and Information.
• General in the form of posters and postcards.
• Specific Edinburgh Park Cycling leaflet.
• Project website.
• Launched in November 2005.
• Newsletters.
• Three distributed, in electronic and hard copy
  formats over the project lifetime.

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INTERREG III B Optimum2 Project.

• Marketing Measures Applied
• Personalised Travel Assistance (PTA)
• Provided to a total of 590 staff at
• Royal Bank of Scotland, July 2005.
• Fort Kinnaird Retail Park, April 2006 and
• Telford College, August 2006.
• Travel Clinics in Edinburgh Park offices.
• Personalised Journey Planning
• Manual and automated techniques used.

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INTERREG III B Optimum2 Project.

• Final Monitoring
• Surveys Distributed 15,800.
• Surveys Returned 1,762.
• Response Rate 11.

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INTERREG III B Optimum2 Project.
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INTERREG III B Optimum2 Project.

• Localised Changes
• Walking 1 increase at the Western General and
  Telford College.
• Cycling 2 increase at the Royal Infirmary of
  Edinburgh, 3 at the Western General and 3 at
  Telford College.
• Bus 10 increase at Fort Kinnaird and 3 at the
  Royal Infirmary of Edinburgh.
• Rail 3 increase at Edinburgh Park and 2 at the
  Western General Hospital. 

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INTERREG III B Optimum2 Project.

• Car slight declines (2 - 3) at both hospitals.

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INTERREG III B Optimum2 Project.

• What has been learned?
• Less specific approach to trip types seems to
  achieve more e.g. in Darlington.
• Project was about the behaviour of people, who
  can have non linear reactions.
• Edinburgh is not alone.
• Council people benefit from involvement.

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INTERREG III B Optimum2 Project.

• What remains unanswered?
• Would a longer project have allowed a modal shift
  to public transport to be eventually detected?
• Why did people have their non linear reactions?

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INTERREG III B Optimum2 Project.

• For further further information on this project
  and our Cookbook of mobility management
  measures, please see
• www.optimum2.org

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INTERREG III B Optimum2 Project.