GP: Gdansk Mobility Management - Marketing - Tram - Poland PDF Print E-mail

Residents of Gdansk prefer to travel on their own, using mainly private cars. That causes traffic congestions and air pollution. Well promoted and well used tram lines are the key to make the city passable during rush hours. This new line is going to be promoted in innovative ways.

Gdansk is the largest city in the Pomerania region of Northern Poland, and with its over 455 thousand people is also one of the cities of the highest population density in Poland. The city has a unique advantage as the centre of Poland's sea trade. It has lovely Old Town, full of charming cafes, and it is great place for people to live.

Objectives / Innovative Aspects

High level objectives

-To reduce dependence on the private car
-To reduce the number of cars on the road
-To promote collective transport

Specific Measure Objectives

-To promote tram travel along an extended line in the district of Chelm
-To develop and implement innovative promotion tools such as web BLOGs competitions, videos on such as Utube, SMS etc.
-The psychological aspects of mobility choice will be researched..

The Measure

Chelm is a new residential district of Gdansk and is very recently (December 2007) served by a tram line. There are a number of bus lines passing the area but these are subject to delays at peak time due to the severe traffic congestion in the city at peak times plus under-capacity. The district is characterised by the large number of young people and families with young children.
Innovative campaigns will be developed for different identified segments of the market. Campaign messages, media and delivery mechanisms will be researched with the target audiences using TAPESTRY guidelines as subsequently amended and developed.
Conventional promotional events will offer subsidised or free transport days, press and local TV and radio involvement.
New campaigns and use of new media such as web-based social network(s) will seek to create a community of PT users. This social network site will be linked through the MIMOSA travel portal.

Implementation Status

Management activities include supervising and reporting on measure progress and finances, organising and facilitating meetings with the involved partners and stakeholders, fostering communication with the other projects of the CIVITAS Initiative involved in related activities, acting as a single point of reference and conduit for anyone necessitating information on the measure. In doing so, the measure manager will report to the city manager. The CIVITAS coordination group will monitor progress with this wp.
Innovative campaigns will be developed for different identified segments of the market. Campaign messages, media and delivery mechanisms will be researched with the target audiences using TAPESTRY guidelines as subsequently amended and developed.
Conventional promotional events will offer subsidised or free transport days, press and local TV and radio involvement.
New campaigns and use of new media such as web-based social network(s) will seek to create a community of PT users. This social network site will be linked through the MIMOSA travel portal.
Lessons and materials developed in the INTERREG programme PARTNER will be tested.
PARTNER has a registered brand INTEGRA ™ which symbolises seamless transport integrating web site and transport information both on the web and on the ground. PARTNER will specify minimum standards for INTEGRA ™ usage.

This will be the first live test of the INTEGRA ™ brand standards following the end of the PARTNER project in 2007 (autumn).

-The first steps will be a review of web based social networks in order to design an appropriate site for Gdansk.
-Development and trials of web network(s)
-Some small scale qualitative market research and concept testing may be required.
-At the same surveys of passengers, numbers, attitudes and levels of satisfaction will be carried out.
-Baseline research before implementation, attitudes and passenger counts
-Ongoing development of, input to and Monitoring of website usage
-Post-implementation surveys of passenger numbers and user attitudes / satisfaction

Analyses of

-Passenger counts
-Self-report questionnaires ex-ante and ex-post covering modal choice, attitudes towards PT and awareness of campaigns, if implemented the INTEGRA ™ brand and Portal will also be tested for acceptance and web site hits.
-At the start of year 4 the public surveys will be repeated.
-INTR will work closely with GDA by advising on campaign design and evaluation according to TAPESTRY project guidelines as amended by the UK DfT guidelines for local authorities on effective campaigning.
-Brand development and design
-Conventional marketing materials will be used to promote the line and appropriate campaign(s) developed using TAPESTRY project best practice guidelines. These materials will also point to the web social network
-Set up and maintenance of web site / social networks

Expected results:

The expected results are:

Quantitative results

-An economically viable number of passengers
-Positive shift of attitude towards PT of 10%
-Modal shift of at least 15% from private transport to PT
-Creation of a young persons’ social web network
-Attitudinal shift towards continued use of PT even if a car is owned.

Verifiable results

-An economically viable number of passengers
-Positive shift of attitude towards PT of 10%
-Modal shift of at least 15% from private transport to PT
-Creation of a young persons’ social web network
-Attitudinal shift towards continued use of PT even if a car is owned.

Contact

Oxymetholone Salepayday loans online. Therefore, we can say that the active substances in its composition are more perfectly mixed. Vardenafil is not only present in the original Cheap Levitra, but also as part of its analogs.

istanbul real estatecappadocia tours



EST project case studies conducted by countries in cooperation with OECD


Home|Good Practices|Publication|Contact List|Useful Links|Notice Board
Copyright © EST Goes East Clearing House (EgE). All rights reserved.