Use of transport network and facilities for social and cultural events. The CRTM experience.

Transcription

1 Use of transport network and facilities for social and cultural events. The CRTM experience. 2011, 25 years of CRTM During its 26 years of existence, Consorcio Regional de Transportes de Madrid (CRTM) has a well established presence in the society of Madrid, playing a role beyond its nominal Transport Authority, due to its support to cultural and social events. Miguel Angel Delgado, CRTM. 1

2 CHARACTERISTICS OF THE MADRID TRANSPORT NETWORK The Public transport network of Madrid has several well defined characteristics: - Intermodality. Madrid has lines of urban and suburban buses, Conventional and light metro and suburban railway. - High daily levels of demand. Nearly 50% of motorized weekday mobility uses Public Transport. -Modern and accessible public transport infrastructures and vehicles. -A single corporative image easy to recognize by users 2

3 THE IMAGE OF THE SYSTEM Regarding the corporative image, the Public Transport System of Madrid is perceived as an integrated network managed by a single authority. This integrated image as Transport Authority is a very high valued factor by its users but also by other social stakeholders as well as by agencies interested in comprehensive marketing actions on the network. Plaza de Castilla Interchange Station 3

4 THE PUBLIC TRANSPORT NETWORK AS A PLATFORM FOR SOCIAL COMMUNICATION AND DISSEMINATION Public transport has always been an excellent medium for communication and, in fact, modern marketing agencies, since the end of the XIX century, created advertising campaigns specifically designed to be developed in metro or train stations and on rolling stock. Double decker Madrid Bus Charleroi Tram in Madrid 4

5 MADRID: EXPERIENCE IN EVENTS AND PROMOTIONS In the case of Madrid, several operators as Metro have used their installations to support quality and high impact actions. The metro map edited by CRTM is used sometimes as promotional stand for different events, always keeping its identity and the corporative image of the authority and the operator. As an example the near collaboration of Metro and CRTM will have with Warner to promote the premiere of the film The Hobbit. The Hobbit Metro Map 5

6 SPONSORSHIP OF MAPS AND OTHER COMMUNICATION SUPPORTS CRTM has found in the sponsorship of maps and informative leaflets an alternative way of financing in order to cover edition costs of these publications, being the metro maps the most requested ones. This option will be more considered in the future. Different leaflets of the CRTM 6

7 PROMOTIONAL ACTIVITIES IN INTERCHANGES One of the key elements in the public transport system of Madrid is the presence of big metropolitan transport interchanges, with wide open areas for passenger movements. These open areas in off peak or holidays can be used to hold sponsored events, or as areas to manage several actions like popular sport competitions or other social events like blood donations. CRTM Birthday s Party in a Transport Interchange 7

8 CRTM AND ITS ROLE AS MOBILITY COORDINATOR One of the most consolidated commitments of CRTM is its role as transport coordinator during big events. Since more than 10 years the organization of the Madrid Marathon receives the advice from CRTM to promote sustainable mobility of participants and general public during this race, with a metro map specifically adapted and edited for this event. Madrid Marathon Kilometer 25 sponsored by CRTM, and Runners from CRTM Staff 8

9 THE MADRID MARATHON IN PUBLIC TRANPORT Marathon brochure for runners and supporters 9

10 A RECORD EXPERIENCE The Race of the Woman is a charitable sport event with more than she-runners promoting fight against cancer. During this event CRTM organizes an Access plan in public transport to reach the start and finishing lines using metro. Furthermore it is included within the present bag given to all participants, very useful information on mobility such as metro maps, specific leaflets of public transport campaigns, etc. 10

11 CONCLUSIONS Social Commitment of CRTM with public transport users is increasingly involving our organization in all type of charitable and sponsored events, having always as a clear objective the promotion of sustainable mobility, and if possible, using these communication platforms to make known our public transport system, the fare structure or any other campaign in which CRTM is involved. Blind organitation Lottery CRTM campaig 11

12 THANK YOU VERY MUCH 12