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NEWSLETTER.                                                        JULY2011Bicycle Account creates better bicycle conditio...
Bicycle Account creates better bicycleconditionsThe City of Copenhagen has just published its BicycleAccount 2010, which s...
Cycle City 2.0The Danish cycle cities are continuously working to brand             Step 1: the visual identitythemselves....
GPS-tech makes cycling fun!Kids are increasingly being transported on the back of             Mette Olsen, who is class te...
X-tra bikes on the S-trainThe first S-trains with double space for bikes are now up           middle of the train, but whi...
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Newsletter July 2011

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Transcript of "Newsletter July 2011"

  1. 1. NEWSLETTER. JULY2011Bicycle Account creates better bicycle conditionsThe City of Copenhagen has just published its Bicycle Account 2010, which shows the advances in cycle traffic in theDanish capital – and where there is room for improvement. PAGE 02Cycle City 2.0The Danish cycle cities are continuously working to brand themselves. Just recently, Odense has started a comprehen-sive process. This has involved a change of name, a payoff, and a whole new visual identity. PAGE 03GPS-tech makes cycling fun!Kids are increasingly being transported on the back of their parents’ car instead of riding a bike. Many Danish munici-palities wish to change this development. One way is to combine new technology with an old story! PAGE 04X-tra bikes on the S-trainThe first S-trains with double space for bikes are now up and running. S-train has introduced one-way traffic in the newbike compartments to make it easier and faster to get on and off. PAGE 05 CYCLING EMBASSY OF DENMARK SECRETARIAT: DANISH CYCLISTS’ FEDERATION, ROEMERSGADE 5, DK-1562 COPENHAGEN K, DENMARK WWW.CYCLING-EMBASSY.ORG / INFO@CYCLING-EMBASSY.ORG
  2. 2. Bicycle Account creates better bicycleconditionsThe City of Copenhagen has just published its BicycleAccount 2010, which shows the advances in cycle trafficin the Danish capital – and where there is room forimprovement.By Steffen Nørregaard Rasmussen, Danish Cyclists’ Federa-tion “The citizens of Copenhagen and other interested parties can see what we are doing, and the politicians can monitor if the declared goals have been reached or if they are reachable. Furthermore, the bicycle account makes it easy for us to pass on information in-house between our different departments,” he says.Since 1996, every other year the City of Copenhagen hasissued a bicycle account that, in dry figures, analyses thedevelopment of the city’s cycle traffic. The account is madeby collecting different pieces of information about the condi-tions for cyclists in Copenhagen. In addition, it focuses on thenumber of accidents, economic and environmental gains,sense of safety, and new initiatives. Get started! Copenhagen was the first city to make an actual bicycle account, but gradually more Danish cities have followed suit. And according to Ulrik, there is nothing to do but start if you want to make a bicycle account in your own city: “Just get started. The first one doesn’t have to be big andGreater sense of safety triggers more cyclists fancy. What is important is to get started on the process,More than 1000 of the capital’s cyclists have participated in which is first of all the collection of data. When that is up andthe analysis answering questions on their level of satisfaction running, making the bicycle account becomes much easieron a number of areas. One of the goals of the City of Copen- and more natural,” he says.hagen is for 80% of all cyclists to feel safe. In 2008, thisnumber was only 51%, but the latest bicycle account shows You can read the City of Copenhagen’s Bicycle Account 2010that now 67% feel safe on the cycle tracks. Moreover, never here: www.bit.ly/jgi3m4before have cycling Copenhageners covered more kilometresper day. In 2008, Copenhageners cycled 1,17 million kilome- Photos: Troels Heien / Monolinetres per day, while in 2010, they covered 1,21 million kilome-tres per day, which is a daily increase of 40.000 kilometres.These are just some of the numbers you can find in theBicycle Account, and according to Ulrik Djupdræt, TrafficPlanner in the City of Copenhagen and co-author of theBicycle Account, the account helps make the city’s work topromote cycling more transparent and makes it easier toestimate where extra effort is needed. 2
  3. 3. Cycle City 2.0The Danish cycle cities are continuously working to brand Step 1: the visual identitythemselves. Just recently, Odense has started a compre- A flexible and vivid visual identity is crucial for a successfulhensive process. This has involved a change of name, a branding. So, Odense’s new visual identity contains a numberpayoff, and a whole new visual identity. of isolated elements: stylized bike parts, a cloud, and a fixedBy Connie Juel Clausen, City of Cyclists - Odense range of colours. The elements and colours can be combined in numerous ways and can be used in all media from film and living images to print and web. It is an identity that is always recognizable – despite the fact that is has great flexibility. And on top of being very simple in its expression, it goes well with images from the real-life City of Cyclists. Branding that gets you recognized on the street The purpose of the massive branding is to make people familiar with the visual identity, so they will recognize it when it is used in campaigns and other activities later on. So Odense is facing a long strategic haul. Over the next three years, this will increase Odense citizens’ awareness of the city’s many opportunities for cyclists. More than ten years have passed since Odense created their former brand, Cycle City Odense. Much water has passedCycling isn’t just about traffic and road regulations. It has just under the cycle bridge since then, so it was time to revise theas much to do with pleasure and lifestyle, and this has brand and re-launch the cycle city, 2.0 – this time under thechanged the way in which the Danish cycle cities brand name, City of Cyclists.themselves.The purpose of the massive branding of Danish cycle cities isvery simple: to make more people cycle. Because if a munici-pality wants to sell itself as a cycle city, it is no longer enoughto invest in kilometre upon kilometre of asphalt, you need toinvest in communication too.City of Cyclists - OdenseThe physical framework for cycling in Odense has been goodfor many years. The city was formerly known as, Cycle CityOdense – the city with many cycle tracks and ditto cyclists.Under the new name, City of Cyclists, Odense has upgradedits brand both visually and communicatively. The first largerbranding exercise has just been completed – including a filmand massive outdoor marketing – all of which is part of alarger and more general branding strategy. In the beginning of June 2011, City of Cyclists launched a Facebook profile, which received over 1800 “likes” in the first two weeks. 3
  4. 4. GPS-tech makes cycling fun!Kids are increasingly being transported on the back of Mette Olsen, who is class teacher for the winning class intheir parents’ car instead of riding a bike. Many Danish Helsingør in 2011, is very enthusiastic about the campaignmunicipalities wish to change this development. One way and believes that the use of GPS-technology has a large partis to combine new technology with an old story! in motivating the students and getting the support of theBy Marianne Weinreich, VEKSØ & Morten Riisgaard-Dam, parents.Aros Kommunikation “We haven’t cycled during school hours, but the students and their parents could keep track of the results on the class smartboard during the entire campaign. The students have cycled together on many trips – especially long trips in the weekends, so they have also benefitted a lot on a social level. At the same time, the parents have really supported them by accompanying them on the long trips,” says the class teacher, who is herself a born competitor and has encour- aged the students to continue cycling for Dr. Glob for the entire campaign.Student from the winning class uploads her cycled kilometresto the campaign website.The cycle campaign ”Around the World in 80 Days” targets12-13 year-old school students and, to go straight to thepoint, the idea is for the students to compete together as aclass to see whether they can ‘cycle’ around the world in 80days.The students take turns at cycling with a GPS, which regis-ters the number of cycled kilometres. Next, they upload their Competition powers up the pedalsresults on the campaign website. For every kilometre they The competitive element and the idea that all the participantscycle, the circumnavigator, Dr. Glob, moves one correspond- are assisting Dr. Glob becomes an engine that keeps theing kilometre on his trip around the world on his flying Mond- students motivated for all 80 days. However, the students areovelo. On the campaign website, the students can keep track also motivated by cold cash, too: the class that cycles mostof Dr. Glob’s progress and of how far the other classes have kilometres wins money for a class trip so the students cancycled. The challenge is: Can the classes circumnavigate the celebrate their victory. In addition, they can win smallerglobe in 80 days – or in other words, cycle 40.000 km in 80 amounts during the campaign if their class sends Dr. Globdays? into the various sprint cities. The student in the class who contributes with the most kilometres wins the GPS, or theEvery time the students pass one of the sprint cities along the municipality can choose to collect them so they can use themroute, Dr. Glob sends them a postcard with funny stories from in next year’s campaign.the city he is visiting. This way the students learn aboutdifferent places in the world, and the teachers can integrate it Results that rockin class if they want. The setup of the campaign makes it possible to reach a group that can be difficult to influence – and to keep their attention for a longer period of time. So far the campaign has run in the municipalities of Aarhus and Helsingør. Evaluations show that 2/3 of the students cycled more during the cam- paign than usual, and that about 40 % cycled on trips where they would normally have been in the back of a car. The results of the campaign have also called forth a market- ing award on the grounds of the campaign’s outstanding method and its ability to create results and behavioural change with the target group. The assessment also high- lighted the use of the GPS devices as a central and motivat- ing tool. See more at www.80dage.dk/helsingor or contact Marianne Weinreich at maw@vekso.com or Morten Riis-Damgaard atEn route to Beijing. The campaign website makes it easier to mrdam@aroskommunikation.dk for further information.keep track of the class position in the competition. 4
  5. 5. X-tra bikes on the S-trainThe first S-trains with double space for bikes are now up middle of the train, but which are not used much.and running. S-train has introduced one-way traffic in the Passengers bringing baby carriages on the S-train have thenew bike compartments to make it easier and faster to possibility of being in the passageway as well, while bikes areget on and off. only allowed in the bike compartments.By Helene Gram For more information on bikes and the S-train please go to: http://www.dsb.dk/s-tog/kampagner/s-tog-og-cykler/The Copenhageners love to cycle and to take their bikes onthe S-train. In 2010, S-train made it free to bring the bike onboard, which has been a growing success, so now S-train isremodelling 10 trains, making space for twice as many bikes.There will be one-way traffic in the new bike compartments,so you enter at one end and exit at the other.“In order to make it faster and easier for cyclists to get in andout of the S-train, we have decided to introduce one-waytraffic. In addition, the new bike compartments have room fortwice as many bikes as usual, and we can spread out thebikes along the platform because the new bike compart-ments are located in the middle of the S-train,” says SalesDirector at S-train, Niklas Marschall.Popular bike/train comboAs the Copenhageners are a most bicycle-friendly lot, S-trainis continuously working to improve the conditions for cyclistson the S-train. An analysis from April this year shows that athird of all passengers have taken advantage of the possibilityof bringing their bike on the S-train for free, and 91% are verypositive about the idea whether they take their bike on the In 2010, the number of bikes on the S-train more thanS-train themselves or not. Moreover, it makes even more doubled which meant that almost 5 million cyclists broughtpeople choose an eco-friendly means of transport if they their bike on board. S-train is currently remodelling 10 trainscombine bike and train. A whole 27% of the cyclists state to make more room for bikes.that they wouldn’t have taken the S-train if they couldn’t bring Photos: Klaus Holstingtheir bike for free.“We want to help make Copenhagen the world’s best city forcyclists and create even better conditions for cyclists. At themoment we are putting up bicycle pumps at a number ofstations, making bicycle ramps, more bicycle parking facili-ties, and now also twice as much room for bikes on theS-trains,” says Niklas.Bike compartments in the middleThe new bike compartments are located in the middle of thetrain. This takes the pressure off of the many passengers whoprefer to use the doors at the ends of the train. The remod-elled trains have pronounced coloured stripes on the sides ofthe train leading the way to the bike compartments.In connection with the introduction of the remodelled trains,S-train is also making an extra effort to draw attention to theexisting bike compartments that are already located in the 5

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