Civitas Measures

Measure

Integration and quality improvements of sustainable modes in Odense

Turning the current trend for the growth of car transport in Denmark at the expense of public transport modes is one of the greatest challenges for mobility planning. By removing the barriers against the positive choice of public transport options, it is hoped that Odense can contribute to charting new ways of turning the tide.

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Objectives / Innovative Aspects

Objectives

To increase the quality, attractiveness and accessibility of alternative transport modes in Odense through a bus priority scheme and advanced information services.
To execute interrelated innovative activities to promote the use of the new integrated service; these will include marketing and media campaigns.

Innovative aspects

The development of SMS ticket
Interactive information points
Real time information

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The Measure

The challenge for planning for improvements in public transport modes in Odense should be seen against the backdrop of falling passenger numbers and a declining economic base of PT services. The present public bus plan does not anticipate changes in favour of sustainable modes unless exceptional innovative and non-traditional steps are taken.

Marketing campaign - image

Electronic communication
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Related Measures

Implementation Status

Marketing campaign - launched to raise the awareness of PT in Odense and to create a better image. Posters were displayed three times in the city encouraging the citizens to take the bus. Postcards were handed out stating the same.

A new website was launched in the beginning of 2006 giving information about time tables, prices etc. Water bottles and umbrellas with promotion about the new website were handed out in the city.

Electronical communication - The SMS ticket was introduced, now customers can use their mobile phone to pay for their ticket. Interactive information points with real time informationwere set up 5 places in the city. 2 electronic signs give bus passengers information on the coming busses. Real time information is offered on an SMS.
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Results

5,001 SMS tickets have been sold per month during the first year. The system has now been overtaken by the regional transport company FynBus and the latest figures show a daily sale of 178 tickets. The weekly growth is now at 4 %. Tickets sold by SMS now cover 4-5 % of the total sale.

The 4 information screens at the bus terminal are used in average 5,588 times/month each.

The bus priority system has increased the travel speed by 3 % in the evening and 1% during the day due to traffic congestion.
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