Highways Agency

Objectives of the Pilots

The core objectives of the pilot campaigns were to:

• evaluate the impact of a 'soft' approach to behavioural change using advertising;
• improve understanding of behavioural barriers acting as a constraint to road to rail transfers;
• identify successful elements of the campaign so that the design of future campaigns is improved;
• investigate the institutional issues that arise from a campaign partnership between HA, train operators and local authorities.

Cost of the Campaigns

The costs of the campaigns, which were split equally between the HA and the public transport operators, were principally dependant on the type and coverage of the media purchased. The approximate costs were:

• Corridor 1 £100,000
• Corridor 2 £40,000
• Corridor 3 £20,000

Results of the Campaigns

Impacts in the Chelmsford to London A12 Corridor

• 6% of people who recalled receiving the leaflet said that travel behaviour had been changed as a result of the campaign. Car user behaviour had changed in the following ways:

• Ticket sales rose 16% more in Chelmsford compared to the rest of GER mainline services.
• Greatest impact was on mode of access to the station, changing it from car to bus, walk or cycle.
• Rail ticket data showed a substantial rise in the sale of weekly season tickets, up 31% on the year before.

Impacts in the Norwich to Yarmouth A47 Corridor

A 'kids travel free' offer attracted over 500 users and 'Two weeks for the price of one' 50 users.

• Anglia Railways viewed the campaign as a success and a major factor in influencing decisions to change the frequency of Saturday rail services in the corridor.
• They are now seeking further improvements through partnerships with local authorities and other organisations.
• The savings from the special offer were the prime motive for the change in behaviour, the survey indicating that 20% of those travelling had changed their proposed mode of travel as a result of the offer. 15% stated they would be inclined to use the train more often in the future.

 

Impacts in the Callerton to Newcastle A696/A1 Corridor

• Park & ride utilisation increased significantly during the campaign period.
• The increase was maintained after the end of the free offer.