Promotion of the implementation of a unified tariff system to increase the number of public transport passengers
A new unified tariff system applied in regional and city public transport in the Bratislava region and several marketing channels were used in order to increase its acceptance. The promotion of the unified tariff system was communicated to the wider audience through online articles published on various different websites. The main objective of the promotion of the implementation of the unified tariff system was to gradually increase the number of passengers in the means of public transport in the Bratislava region
Resources needed
No information is available for the cost of the promotional actions. The tariff system itself costed around 400,000 euros.
Evidence of success
The realization of the project as well as its promotion brought:
- improvement of the tariff system of the carrier
- creation of a prerequisite for unified tariff system at all the providers of transport in the Bratislava region
- increase in the competitiveness and attractiveness of public transport in relation to individual car transport
- increase in the number of passengers in the improved public transport,
- increase in the revenues of the carriers
- increased comfort of the transport
Difficulties encountered
It is substantial to have:
- suitable marketing communication
- carefully picked content of the message being communicated
- interconnection of marketing objectives with the objectives of other fields
- application of the project management principles
Potential for learning or transfer
The same approach of marketing strategy could be used for other similar projects. For example, it happened in the project which was executed for the Railways of Slovak Republic. It was the case of purchasing and installing the devices for marking one-time tickets and ticket machines at the platforms of railway stations and stops
The future plans include the possibility of using once purchased ticket in all means of transport within the existing operators in Bratislava region. This includes:
- establishment of unified tariff system at the operators operating in Bratislava region
- establishment of unified tariff system BID at the administrator of the railway infrastructure – Railways of Slovak Republic
Tags: Communication, Public sector, Citizens, Engagement
