This document discusses the flexible nature of consumer demand in transportation and suggests utilizing marketing tools to understand and enhance public transit services. It presents case studies from various cities that successfully implemented bus rapid transit (BRT) systems and other sustainable transport strategies, highlighting their benefits for efficiency, safety, and improved quality of life. The document emphasizes the importance of communicating these benefits to citizens and stakeholders to foster support for transportation reforms.

1. Marketing and
Communication
Todd Litman
Victoria Transport Policy Institute
Presented
IETT Professional Development Workshop
Istanbul
16 June 2015

2. Channel Don DraperChannel Don Draper
Planners traditionally consider
consumer demand to be fixed. It
is actually quite flexible.
Transportation professionals can
use marketing tools to better
understand demands:
•User surveys
•Focus groups
•Product trials
•Promotion campaigns

3. Propose Bold Solutions
Action Example
Develop bold solutions to your city’s
problems
We propose a network of Bus Rapid Transit (BRT)
routes that connect all sections of the city.
Identify what you need to make this
happen
We will need additional funding and dedicated bus
lanes on major roadways.
Describe the benefits, and who will
benefit
This will create efficient, reliable, comfortable public
transit services which benefit bus passengers, and by
reducing traffic congestion and accident risk, also
benefits motorists.
Acknowledge problems, and explain
how you will respond
This will require changing the design of many
roadways, but we will make use of the latest traffic
engineering practices.
Describe problems what will result if
this is not done.
Without this program, Istanbul’s traffic will become
more severe, reducing economic growth and
residents’ quality of life.

4. Communicate Benefits
• Tell stories
• Paint pictures
• Engage residents
• Brag about your successes!
Let citizens know how the plan
helps them.

5. Motorists Benefit TooMotorists Benefit Too
More balanced transport policy is
no more “anti-car” than a healthy
diet is anti-food. Motorists have
every reason to support these
reforms:
• Reduced traffic and parking
congestion
• Improved safety
• Improved travel options
• Reduced chauffeuring burden
• Often the quickest and most cost
effective way to improve driving
conditions

6. 6
Quality of lifeQuality of life
Money Cannot Buy:
•Fitness and health (at least 20-30
minutes a day of physical activity)
•A loving family, good friends and a
supportive community
•Safety and security
•Faith and personal growth
•Dignity and pride

7. Example - SmokingExample - Smoking
Medical experts once
promoted safer
cigarettes and cancer
cures. Increasingly they
now emphasize
programs to stop
smoking and
regulations to reduce
exposure to second-
hand smoke.

8. 06/22/15
Example: Traffic SafetyExample: Traffic Safety
“Active” safety strategies,
such as more cautious
driving, seat belts, child
restraints and helmets,
provide the greatest potential
safety benefits.
Seat belt use reduces traffic
fatalities by 45%. Air bags
can reduce fatalities an
additional 10%, but require
seat belt use to be effective.

9. 06/22/15
Example: Traffic SafetyExample: Traffic Safety
Technology/Passive
• Crash-friendly
roadways
• Crash-friendly vehicles
• Air bags
• Improved emergency
response
Behavior Change
• Seat belts use
• Child restraints
• Helmets
• Reduced drunk driving
• Speed reduction
• Choose safer vehicles
• Driver skill development

10. 06/22/15
Example: Traffic SafetyExample: Traffic Safety
The greatest traffic safety gains have
resulted from changes in travel
behavior, not from new technologies.
Given suitable products (e.g.,
convenient and comfortable seat belts)
and encouragement, many motorists
want to choose safer habits.

11. 06/22/15
Potential For Change
Some people would
prefer to drive less
and use alternatives
more. Focus on them.
What would help these
people change their
travel behavior?

12. Change Management
• “Be a change agent”
• “Think outside the box”
• “Turn problems into opportunities.”
• “Create the future you want to live in”
• “Build partnerships”
• “Think strategically”
• “We CAN do that!”

13. Examples –Examples – Ahmedabad, IndiaAhmedabad, India
Ahmedabad is a city of five million in the
western state of Gujarat. In 2009, the city set
the benchmark for high-quality transit in India
with the Janmarg bus rapid transit system.
Janmarg, which means “the people’s way” in
Gujarati and moves more than 130,000 people
per day, was a major improvement for a city
that previously had few options for the 90% of
residents that do not own cars.
Today, Ahmedabad is a regional leader in
transport and urban planning, with progressive
legislation on parking and Transit-oriented
Development, dense, mixed-use development,
parking reform, and improvements for walking,
cycling, and even better public transit.

14. Examples –Examples – Buenos Aires, ArgentinaBuenos Aires, Argentina
In 2013, Buenos Aires transformed
its iconic 9 de Julio Avenue, one of
the world’s widest urban street,
from 20 car traffic lanes in an
efficient, modern public transit
corridor which includes bus lanes
and pedestrianization for more than
100 blocks, plus development of a
ecobici bikeshare program and 300
km cycling network, and
intersection treatments to improve
pedestrian safety.

15. Examples –Examples – Guangzhou, ChinaGuangzhou, China
This megacity on the Pearl River
Delta is home to the highest-
performing BRT system in the world,
carrying more than 850,000
passengers per day through 26
stations with speeds equal to metro.
Guangzhou’s achievements include
more than just BRT development. It
has one of the largest bike share
systems in the world, and have
transformed underused areas, such
as the often-derelict space under
overpasses, into beautiful public
spaces.

16. Examples –Examples – Mexico CityMexico City
Mexico City boasts 5 lines of Metrobus BRT,
one of the highest-performing bike share
systems in the world, groundbreaking parking
reform, and a revitalized, pedestrian-centric
historical center. In 2012, Metrobus Line 4
proved that a world-class BRT can help
redevelop a dense central area while helping to
preserve its cultural and heritage values.
In addition to improving commutes, the project
has helped to massively improve the
streetscape and quality of life in the downtown
area – making many of these streets
exclusively for cyclists, pedestrians, and BRT.

17. Public Transport Reform in SeoulPublic Transport Reform in Seoul
In 2002 Seoul implemented various transport
including a reduction in downtown road space, and
a new BRT system with more than 5,000 high-
quality buses operating on 107 km of median
busways, and improved integration between buses
and the already existing, extensive subway system.
As a result, public transit customer satisfaction has
improved, bus accidents have declined and transit
ridership has increased. Traffic congestion was
reduced and liveability improved, particularly in the
downtown core. On the three initial BRT corridors,
bus speeds rose up to 85% in the morning rush
hour and up to 99% in the afternoon. The express
buses using the median lanes carry six times more
passengers than other road lanes used by cars in
the same corridor.

18. Examples –Examples – Seoul, South KoreaSeoul, South Korea
By developing a Bus Rapid Transit system
and implementing other traffic management
strategies, Seoul was able to remove a
large urban highway and return the corridor
to a riverbed that beautified the city and is a
major attraction for residents and tourists.

19. Examples –Examples – Tehran, IranTehran, Iran
Iran is the most urbanized country in the
Middle East, and Tehran is one of the largest
metropolises in Asia. A decade ago, Tehran
had few options for getting around their city
other than driving on increasingly congested
roads.
Over the last decade, Tehran has built more
than 200 km of metro rail, transporting 2 million
passengers per day. The city also created a
high quality BRT network of 100 km that
transports another 2 million daily. Beyond that,
Tehran has implemented a congestion pricing
program to reduce traffic in the city, and
developed a bike share system in one of their
administrative districts.

20. Examples –Examples – Chınese VehıcleChınese Vehıcle
RestrıctıonsRestrıctıons
Three mega cities in China –
Shanghai, Beijing, and Guangzhou
– have implemented a unique
quota policy to control car
ownership growth. In this paper, we
explore how special characteristics
of China’s rapid urbanisation and
motorisation contribute to the
formulation of this unique policy.
These cities, however, have
adopted different policy designs.
Auction, lottery and a hybrid of
these two mechanisms are used in
Shanghai, Beijing and Guangzhou
respectively.

21. Example: LondonExample: London
Since 2003 London has charged for
driving private automobiles in its
central area during weekdays. This
significantly reduces congestion in that
area, improved bus and taxi service,
and generates substantial revenues
(although more than a third are used to
finance the payment system). The
program expanded to new areas in
2007 but was reduced back to its
original size in 2011.
Motorists pay by Internet or at kiosks.
License numbers of vehicles driving in
the area are tracked using roadside
cameras.

22. Example – Medellín, Colombia
Medellín, Columbıa is becoming
famous for innovative sustainable
transport. Recent efforts to modernize
public transit, create better public
spaces and improve safety are helping
transform the city. These projects
include the development of bus rapid
transit (called MetroPlús) and the
creation of a bike-share program -- new
transportation elements that are
integrated with existing metro and cable
car systems. In addition, the city is
building 1.6 million square meters of
new public space.

23. Road Pricing in SingaporeRoad Pricing in Singapore
Singapore first implemented an Area
Licensing Scheme in 1975 and Electronic
Road Pricing in 1998. It is designed to
minimize traffic congestion and maintain
optimal traffic speeds of 45 to 65 km/h for
expressways and 20 to 30 km/h for arterial
roads.
Several Studies have concluded that the ERP
has reduced congestion and pollution
significantly and, in conjunction with a
comprehensive TDM strategy maintained
high mobility. The establishment of the
restricted zone (RZ) led to a reduction of 31%
of traffic in the city area which is mainly due
to motorists not using the CBD as a bypass.

24. ““30 in 1030 in 10””
Los Angeles is
implementing a “30 in 10”
transit program, in which 30
years of planned public
transport improvements are
being implemented in just
one decade. Residents
support this program
because it promises to
provide real transport
improvements within their
lifetime. 24

25. Examples –Examples – Vancouver, CanadaVancouver, Canada
The City of Vancouver's automobile mode
share has declined to about half of all trips
(most North American cities have about
80% automobile mode share), offset by
growth in walking, cycling and public transit
trips. The city has already surpassed its
long-term target to reduce vehicle trips at
leat 20% by 2040.

26. New Planning ResourcesNew Planning Resources
26

27. Discussion QuestionsDiscussion Questions
• How well does IETT communicate the
benefits of high quality public transit and
transit-oriented development?
• How can IETT do better?
• Who are potential partners for
communicating transit benefits?
• How should messages be oriented toward
different audiences (policy makers,
businesses, current users, potential users,
developers)?

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