1. HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS ADVERTISING CAMPAIGN FOR RAILWAYS SIAFI 2007 PROJECT

2. Project team : Jan Grabowski, PKP S.A. Magnus Toresson, BV Jenny Gustavsson Brandt, BV Renata Banaś, PKP Cargo S.A. Helena PalomarADIF HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS

3. Carbon dioxide emission : 1 freight train equals 50 trucks 1 passenger train equals 500 cars 1 high speed train equals 3 passenger planes

4. “During a one-way trip between Stockholm and Gothenburg an average car gives off an average of 44.5 kilos of carbon dioxide into the air. An entire SJ train with up to 300 passengers gives off four hectograms. This difference becomes even clearer when compared with planes. An airplane creates for example as much as 6 tons of carbon dioxide.” HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS

5. Good environmental performance is an added value that Green Cargo, a Swedish rail freight transport company, is keen to share. This is why Green Cargo introduced a Good Environmental Choice certificate system for its customers. If Green Cargo’s environ-mental analysis shows that the customer’s transport solutions comply with the Good Environmental Choice requirements the customer will receive a certificate to this effect.

6. HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS Polish example : There is know message with the „ecological data” but the modernizated car is shown as environmental friendly

7. HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS Polish railways tries to be as much ecological as it is possible. The environmental protection is intended by : limiting the emission of harmfull substances into the atmosphere limiting noise and vibration eliminination of hazards related to transport of dangerous goods. In Poland, we try to implement the Environmental Management System developed according to ISO standard PN-EN 18001:2004

8. Charter train - take the train to the sun! The emissions of greenhouse gases for an average charter plane per passenger and 1000km is approximately 130kg. The emissions from an average train in Europe are per passenger and 1000km approximately 36kg. A Swedish train that is mostly run by renewable energy only causes emissions about 3,4kg per passenger. If you compare the influence on climate on a journey from Stockholm to Verona the difference is obvious. A two way trip by train causes emissions about 115kg greenhouse gases, while the emissions from a trip by plane are about approximately 560kg – almost five times as much as the train. HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS

9. Lose weight by taking the train* *) emissions of carbon dioxide g per person kilometre Average 1997 car=110 g Bus, 60 passengers= 15 g Intercity train in Sweden= 1g Aeroplane, domestic= 171 g Aeroplane, international=76 g “If you go by train your tribute to the global warming is less than if you choose another way of transportation” HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS

10. Target groups: Young people / young adults often travel with public transports, but when they grow older and get bigger salaries they tend to increase their amount of travelling by car. „Ecological” target?

11. HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS TitleCountry Price for one edition (in EUR) Price for one year edition (in EUR) Discount % Price for one year edition with discount (in EUR) Metro newspaper Poland10 631,25510 300,0035%331 695,00 Czech Republic5 100,00244 800,0020%195 840,00 Spain15 860,00761 280,0012%669 926,40 Sweden17 520,00840 960,0020%672 768,00 National Geographic Poland30 250,00363 000,0050%181 500,00 Great Britain35 000,00420 000,000%420 000,00 2 471 729,40 Budget proposal

12. Communicating with people on a global basis is not an easy thing. Although the message is clear, different cultural aspects and backgrounds gives a need of adjustments in the way of making the announcement. Therefore it might be necessary to find different advertisements for different countries. Railways, at first have to deal with their smaller problems, like the average age of rolling stock for example, and than they can think about compaign which will show the ecologicl adventages. A good campaign in one country might not do so well in another. Summary : HOW TO PROMOTE THE ENVIRONMENTAL ADVANTAGES OF THE RAILWAYS