Mirva Ilmoniemi, Mobility Management Specialist

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Presentation transcript:

Mirva Ilmoniemi, Mobility Management Specialist Smart travel campaigns in the Helsinki region 50+ and scared Towards a cycling city and Smart travel and businesses. Mirva Ilmoniemi, Mobility Management Specialist

Helsinki Region Transport (HSL) Public transport planning and organizing Finland Seven member municipalities Procuring bus, tram, metro, ferry and commuter train services Helsinki region Fares, tickets, marketing and passenger information 1 M journeys/day

50+ and scared

I don’t know how to… What if… ? I’m afraid of… ? ?

15 000 Four months after the campaign… over 40 % new Travel Cards ordered Four months after the campaign… over 40 % had topped their cards 3 times

Towards a cycling city

May 2016 surprises for cyclists: Pop up pit stops: quick cycle maintenance for commuters Branded seat covers for bicycles parked next to stations. Celebrating the upcoming extention of a metro line: ”Tour de West Metro” -cycling Map: Länsimetro Oy

City Bikes Soon they are here Where to get one How to use one Travel chain -idea City Bikes

Cycling campaign City bikes campaign 908 000 views 3 % cliques (swipes) in mobile 500 000 unique views 13 000 cliques 4 000 registered users After the first week: 15 000 trips 2,5 % cliques (swipes) in mobile

Smart travel and businesses

HSL's services for employers Message: Companies will gain benefits by investing in smart travel. Services in the main focus of the campaign: HSL's new Commuting Calculator HSL's Certificate for Companies and a Program for Company Mobility Plans. The main target group were HR and communication specialists and through them the staff.

www.hsl.fi > Businesses

The campaign Kampanja: Testimonial –tyyppinen mainos, jossa HSL:n asiakasyrityksen edustaja antaa kasvonsa ja kertoo kuinka hänen yrityksensä edistää viisasta liikkumista ja on hyötynyt HSL:n palveluista. Kolme eri yritystä, kolme erilaista tarinaa. Iso kasvo- tai kokovartalokuva, joukkoliikenneväline kulkemassa sädekehänä henkilön pään yläpuolella sekä tekstit.

Unique visitors to the campaign site 27 000 Unique visitors to the campaign site 30% read further

86 % of the interest group and 74 % of all the readers interviewed noticed the add in a magazine Talentum Media: results of a web panel questionnaire

Thank You for Your attention. 50+ and scared http://vimeo Thank You for Your attention! 50+ and scared http://vimeo.com/113849291 Towards a cycling city https://www.hsl.fi/en/citybikes https://www.youtube.com/user/hslhrt/videos Smart travel and businesses http://www.hsl.fi/en/information/sustainable-modes-transport/businesses mirva.ilmoniemi (at) hsl.fi

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