Using travel psychology to embed cycling into travel habits 1 PERSONALISED TRAVEL PLANNING VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES

Introduction VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 2 What is Personalised travel planning? The PTP-Cycle project Personalised travel planning in practice Workplaces: Example from Antwerp Results PTP-Cycle services for you

What is PTP? VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 3 Personal contact, at the doorstep, workplace or university to identify and meet needs for behaviour change Open questioning technique Motivate people to challenge their day- to-day travel choices “Is there a reason why you have not considered cycling to work?” “It’s been years since I used my bike and I’m not sure about routes or safety on roads” “Did you know about free cycle training, route maps & discounts at local cycle shop” “No, but please give me info!”

The PTP-Cycle Project Consortium PTP-Cycle seeks to transfer and test the personalised travel planning methodology in several cities across Europe: LEPT (UK) – Coordinator Burgos (ES) UIRS/Ljubljana (SI) Antwerp (BE) Riga (LV) Polis (EU) Traject (BE) Sustrans/London (UK) VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 4

Residential: PTP in action VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 5 1. Segmentation Chose audience with high propensity to change behaviour Chose area with good cycling, walking, PT alternatives Set up database of target group to monitor progress 2. Marketing Package Set up PTP brand Dovetail with existing identities Make visible in neighbourhood / workplace/ uni Set up social media groups for competitions and awareness 3. Training Teams of PTP advisers trained on interviewing techniques and open questioning Practice makes perfect: role play with peers Recruit PTP Champions

Residential: PTP in action VELO-CITY CYCLING : Celebrate cycling and pass it on – 2-5 JUIN 2015, NANTES 6 4. Delivery 1 week before start: welcome postcards or s alert target audience 1:1 Conversation Individual requests information Delivered 5. Evaluation PTP has robust evaluation framework (attitude / behaviour) Before and after surveys allow accurate evaluation of modal shift, across different sites and cities Known participants allow for monitoring after 3, 6, 12 month intervals Measure (pre)contemplation – preparation - action – maintenance (Max Sem)

Workplace: Example from Antwerp VELO-CITY CYCLING : Celebrate cycling and pass it on – 2-5 JUIN 2015, NANTES 7 1. Segmentation Workplaces situated close to the new tram line being built Noordelijn Road access restrictions for two years Cycling a perfect alternative 2. Marketing Package PTP-flyers, leaflets, info on disruptions Saddle covers, jackets Local cycle/ PT route maps Tailored mobility guide per workplace Services / toolboxes EG Bike repairs and maintenance

Workplace: Example from Antwerp VELO-CITY CYCLING : Celebrate cycling and pass it on – 2-5 JUIN 2015, NANTES 8 3. Training 6 staff trained up to deliver the personalised conversation PTP champions identified in workplaces 4. Delivery Entering workplaces and delivering the motivational conversation, materials 5. Evaluation Several large businesses participating in Phase 1 One workplace (462 employees) evaluated so far: Eandis 17% increase in cycling amongst those responding Cycling modal share (Before 15% / After 18% )

Results VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 9 Example from the London Borough of Haringey Target population 5,000 Contact made with 3,607 residents 71% interested in receiving travel advice = 2,685 information packs were delivered, including 12,106 items of information Evaluation showed 15% increase cycling trips, up to average of 3 per week 28% increase in walking trips 19% reduction in car trips (single occupancy) Combined results of PTP-Cycle Phase 1 (sample size 763) Results are based on the short term evaluation. For more information on our results, see the evaluation report on the PTP-Cycle website Modal SplitCyclingWalkingCar use Total change28.5%20%-8%

Free PTP services to cities VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 10 PTPs: Households, Workplaces, Universities PTP case studies: Get a feel from best practice examples Coaching sessions: Practical “how to” teleconferences Guides / manuals: How to set up and evaluate a PTP programme Business Cases and Benefit to Cost Ratios Training materials: Train up teams of PTP advisers National Take-up Seminars: Taking place throughout 2015, still to come in UK, BE, LV – attend, learn, speak to experts The personalised conversation: Psychology of motivating behaviour change Training workshops November , Brussels: 50 cities / orgs practical training to prepare PTP programmes Study visits to PTP-Cycle city partners to see PTP in action LinkedIn Group: Discussions, learn, get answers

Contact Alex Quayle, PTP-Cycle Project Coordinator London European Partnership for Transport Website: Visit our stand in the exhibition! VELO-CITY CYCLING : Celebrate cycling and pass it on – 3 JUIN 2015, NANTES 11 The sole responsibility for the content of this presentation lies with the authors. It does not necessarily reflect the opinion of the European Union. Neither the EASME nor the European Commission are responsible for any use that may be made of the information contained therein.