1. How to Keep a City Moving During: a. Planned Disruption b. Unprecedented Pressure c. The Inevitable!

2. Effectively Influencing Travel Behaviour In a focused and measured way Conserving your energy Getting results Or just making friends and influencing people

3. What I hope to get through TDM (or Tedium) Travel Behaviour Change - what works for me and why Why data is your best friend Getting out there and doing it – applying to the everyday

4. The scope of a TDM programme Capacity Creation Travel and Traffic Management Influencing Travel Behavior Infrastructure Schemes New Train Line Park and Ride Hard shoulder running Operational Management of network HOV lanes Public holidays Organisation Shut downs Visitor guide & Journey Planner Active Visitor programme Travel advice to businesses Transport Ticketing (remove penalty) Marketing and awareness campaign Journey planning tools Real time info City Information guides Stewards Signage Traffic Management and operation freight management Road user charging CBD vehicle management Scheduling Constructio n timetable CPZs Traffic management plans Background Demand Marketing Campaign CBD Shuttle Services

5. The Fickle World of Travel Demand Management Started out championing sustainability Quickly moved to the financial imperative Moved focus to accessibility Saw a renaissance of the green agenda Health took precedent Urban economic viability took over The Olympics came along bringing a critical need & budget ……Now it’s every single one of the above

6. Like Aristotle……….it’s nothing new

7. Key personal motivators for travel behavior change Increase levels of active travel (health) Reduce carbon emissions from transport (CO2) Congestion reduction/car parking removal ($) Journey time reliability (time)

8. Key internal motivators for getting buy in for TDM campaigns Manage expectations – so that reasonable passenger and business expectations are set Manage total demand at hotspots - reduce, retime, remode, reroute…spread the peak! Help optimise the transport network – by providing all users with guidance on the most appropriate routes available (including non-intuitive) Support reputation – a big one! Provide legacy foundations – for long-term positive behaviour change (the most important one)

12. .

14. The common approach with every program 1.Define the problem (DATA) 2.Obtain sign up and approval by internal stakeholders 3.Understand what you have to play with (capacity) 4.Define the audience (only the relevant one) 5.Identify the channels (only the ones that work) 6.Feed consistent and truthful information (one source of TRUTH) be consistent 7.Track response and ‘dial up’ where necessary

15. Developing your approach The right information (what’s your message?) At the right time (pre journey/on journey) To the right people (audience segmentation – not blanket) In the right way (chose your communication channels carefully)

16. Tell a really good story

18. 35% Traffic on roads CARS: LARGEST CONTRIBUTOR TO CBD CONGESTION 62% People travelling on roads

19. PREPARING FOR CHANGE: THE FOUR R’s

21. London Bridge – Underground

26. What happened? A third of Londoners did something different during the Games Olympic Games weekday behaviour changed 35% Re-time the favourite of the 4Rs – followed closely by the reduce 15% less traffic in central and inner London on highways Record patronage: 62 million tube journeys, 35% increase No meltdown

28. Legacy 10 – 40 – 20 Make it about them, not you Every program will refine and develop the approach Collaboration is absolutely key Using every single lesson learned really helps In chaos there is opportunity

29. “It seems absurd to claim that peak spreading and behaviour change that benefits all of society, is more complicated and difficult than a £16bn rail or road scheme that takes 10 years to build”

31. rose.mcarthur@mottmac.com