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"The Big Wheel" For The Greater Nottingham Transport Partnership
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Context

The Greater Nottingham Transport Partnership (GNTP) was formed to address transport issues that matter to businesses and transport users in the conurbation. It represents the City and County Councils (local transport authorities), the largest employers in the area, as well as the Regional government, the Chamber of Commerce, the retailers association, etc. It offers a forum for partners to understand, debate and influence transport policies across the conurbation.

Philosophy/Solution

OBJECTIVES: The Big Wheel marketing and branding is managed by the GNTP, funded by the local transport authorities and provides an umbrella for promotional and awareness campaigns, transport information, and presentation of the long term vision for the conurbation’s transport planning, policies and projects KEY STEPS Stage 1 – 2002 - public awareness campaigns targeting all citizens • “we are building the big wheel” • Health campaign Stage 2 – 2003 - Apply the brand to a range of products • practical information • celebrate success • business events • behaviour messages • infrastructure projects Stage 3 (current) - Changing behaviour • Encourage car commuters to use more sustainable forms of transport • Promote sustainable travel modes: walking & cycling, bus services, etc Extracts from Department for Transport report Final report of the research project: 'The influence of soft factor interventions on travel demand' - July 2004, Published by the Department for Transport, London, 20.7.2004 on the ‘Sustainable Travel’ section of www.dft.gov.uk “A campaign called ‘The Big Wheel’, managed by the Nottingham Development Enterprise, was set up for three years to articulate a transport vision for the city and to raise awareness of the measures contained in the Local Transport Plan (LTP). It has been aimed at both the general public and the business community, partly to encourage confidence within the business community that some of the radical transport policy developments occurring in the city are part of a coherent, long term vision. There are approximately 650,000 residents in the LTP area covered by the campaign. The first phase of the project involved awareness raising via general promotional products. Later phases have included the production of factual information, and establishment of a Big Wheel brand. This brand is used on timetables, area travel guides, school travel plan packs, workplace travel plan information, brochures, posters, postcards, etc.. The brand uses a bright, technicolour style with straightforward imagery of the various elements in the city’s transport network. Specific versions of the public campaign have used themes such as: • A radical change in transport that people can join– ‘Join The Revolution’ • The vital impact of your mode of transport on personal health - ‘Better for Everybody’ • Air quality, pollution and the environment – ‘Can you do without it for a day?’ • Bus travel is a better option to car travel during the congested festive season - the ‘Christmas Carol’ campaign Associated promotions have included sponsored discounted bus travel, and cut price admission to local attractions at times that should help to ease rush hour congestion, (‘twilight leisure offers’). Nottingham City Transport, the local bus company, have worked closely with the Big Wheel.”

Results

• Is it working? • Marketing strategy well established • Good rapport among members of partnership • Cited as National and European Best Practice (NICHES, SMILE) • Public Survey’s in TTWA : - knowledge of Local Transport Plan increased by 27% in year 1 - 67% of local public aware of Big Wheel • Key lessons • Partnerships and communication are key drivers • Marketing requires a strategy: a campaign MUST deliver what it promises (complements other soft factors and hard measures) • Branding helps presenting the business case to all target groups, and that includes investors • FAVOURABILITY SURVEYS 2001, 03, 04 “Measuring the Success of Marketing the Greater Nottingham Local Transport Plan”, Transport & Travel Research Ltd (TTR), 2004. - The results show a trend towards increased bus use over time for all activities, except travel to work. This is combined with an increased perception of bus use as an easy mode of travel. - Awareness of the LTP was of 71% in the latest survey, lower than the 2003 peak of 78.5%. - A greater number of respondents considered most transport measures to be ‘very effective’ than in the three previous surveys. - It appears that there is a strong, increasing trend towards acceptance of the transport measures being implemented in Nottingham, with a steady upwards trend in terms of the measures being considered as very effective. However, it is interesting to note that the percentage of people who consider the measures to be not at all effective remains relatively unchanged, which suggests that although the majority of the population shows some empathy with the LTP and its actions, there is a minority which remains unaffected by the LTP measures and the Big Wheel campaign. • DEPARTMENT FOR TRANSPORT best practice report “Transport Smarter Choices – Changing the Way We Travel” - 'The influence of soft factor interventions on travel demand' - Department for Transport, 20.7.2004 on the ‘Sustainable Travel’ section of www.dft.gov.uk Travel awareness campaigns Early in 2003, the Big Wheel carried out a ‘familiarity study’ with 1200 residents and a random sample of 300 businesses. The results were compared with a similar survey in 2001 to assess the success of the campaign, (TTR, 2003). Changes noted were as follows: - In 2003, businesses were implementing more environmental measures (such as staff travel plans and using public transport for business travel). - Since 2001, members of the public have become much more aware of the LTP – a 27% increase. - Members of the public were much more aware of the Big Wheel campaign than businesses. 67% of City of Nottingham residents and 52% of residents in a wide travel-to-work area were aware of the Big Wheel. This was only 6 months after its launch. - Most members of the public interpreted the Big Wheel pictures as encouraging them to walk or use public transport more. Public transport information and marketing In recent years in Nottingham, bus service improvements -Re-branding, marketing and better information- have reversed a previous long-term decline in bus use. Previously, bus patronage was declining about 1% a year. Now passenger journeys are increasing at about 1.8% a year, or 1.3 million journeys per year. If re-branding and other initiatives had not taken place, we infer that public transport use would have continued to decline by about 1%, or 0.7 million trips per year. Thus, one year after the intervention, the local authority and bus company actions were responsible for about an extra 2 million trips.” • PERCEPTION SURVEY 2005 at the BIG DAY OUT (In town without my car) - 90% of people felt transport has improved in the last 5 years. People saw the choice and alternatives available to them in Greater Nottingham as a positive thing and were happy to use and appreciated the services available to them. The general feeling is that the bus service has improved especially in areas such as punctuality, reliability, routes and cleanliness. The tram was extremely popular with many people. The park and ride that accompanies the tram is also very popular. - About 92% of people felt public transport in the conurbation (tram + buses) was excellent or good • PROGRESS REPORT 2005 – monitoring the Local Transport Plan Detailed transport monitoring report available at http://www.nottinghamcity.gov.uk/cdt_ltp_annual_progress_report_2005.pdf Key outcomes since the introduction of the LTP in 2000 are: - - Traffic growth, at just 1.2% over the last four years, has been far lower than previously, and lower than comparable cities in the UK. - Public transport use has increased by 5.9% over the last four years from an already very high base, whilst in the rest of England outside London bus use has declined. - The number of people killed or seriously injured has reduced by 22.8% over the last four years, and is now 31.7% below the 1994-98 baseline, which is also significantly better than the national rate of reduction. - These simultaneous improvements in all the main transport outcomes has occurred whilst Nottingham’s economy has thrived, with registered unemployment reducing by 22.6% over the last four years, nearly twice as much as the national reduction of 13.4%. This consistent track record of delivery on key outcomes, as well as delivery of the detail of their LTP programmes, has brought consistent national recognition to the authorities

Title"The Big Wheel"
AgencyPurple Circle , De Facto, and Agenzia
CityNottingham
AdvertiserThe Greater Nottingham Transport Partnership
Sustainability Themes Transport
Date of First Publication 01/01/2002
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
LanguageEnglish
TypePrint
TaglineTurning transport around
   
Account Director: Lynn  Hanna
Account Executive: Kay  Hardiman
Creative Team: Lynn  Hanna ,  Kay  Hardiman