Stadtentwicklung.

Transcription

1 IRUDQHZPRELOLW\ 6HUYLFHVDQG&DPSDLJQV3URPRWLQJ /HLVXUH7UDQVSRUW ([DPSOH=XJ6ZLW]HUODQG Stadtentwicklung

2 6HUYLFHVDQG&DPSDLJQV3URPRWLQJ/HLVXUH7UDQVSRUW ([DPSOH=XJ6ZLW]HUODQG 3UREOHPGHVFULSWLRQ Weekend and leisure tourism is an important segment of the tourism industry in the canton of Zug. The car is the mode of transport most often used for this kind of tourism, both by locals and by tourists from outside the canton visiting the most important excursion destinations in Zug. This occurs even though the whole canton has good public transport connections and a comprehensive network of bicycle and walking trails. Promoting the most environmentally friendly modes of transport for local recreational tourism is an important part of the mission statement of Zug Tourismus (the official tourist information office covering the canton of Zug). This implicitly includes the promotion of leisure trips made by sustainable modes of transport. 'HVFULSWLRQRIWKHFDPSDLJQSURMHFW The project carried out in the canton of Zug as part of the European research project MOST (Mobility Management Strategies for the Next Decades, see KWWSPRVW) between April 2001 and November 2002 aimed at the promotion of leisure trips made by sustainable modes of transport by providing new services and focusing on the target group families. The following key measures were implemented during realisation of the project: 3URGXFW³)RXU)DPLO\)ULHQGO\5RXQG7ULSV ZLWKDFFRPSDQ\LQJLQIRUPDWLRQERRNOHW A great deal of care was put into making sure that the routes went through places where permanent attractions were located (playgrounds, petting zoos, swimming pools, farms that are open to the public, etc.). In addition, the routes allow for flexible intermodal use of various means of transport (train, bus, boat, walking, cycling, etc.), which adds more variety and adventure to the trip. In addition, the excursions can easily be completed in half a day, do not include any difficult terrain, and are connected to important stops on the public transport network. A handy information booklet provides detailed information on each of the round trips (route, location of attractions, competitions, timetable information). Best Practise Example Services and Campaigns Promoting Leisure Transport 2

3 ³$FWLRQ'D\V WRDFWLYHO\SURPRWHWKHURXQGWULSV The project team agreed that the Round Trips product should not only be advertised through the usual information and communication channels, but also with new, innovative concepts that provide attractive incentives for potential customers. These incentives were mainly directed at children, with the intention of stimulating their curiosity and thus motivating their parents to take them on the excursions. The first incentive consisted of a total of eight Action Days (two for each round trip) to let people know about the individual excursions. On these days, various activities and small events were organised along the route in cooperation with a wide variety of local partners (see table below). Round trips Ennetsee Gubel Zugerberg Frauenthal Dates: 5 and 26 May and 23 June and 28 July and 25 August 2002 Weather: Special activities: Special transport offerings: Additional partners involved: Rain on 5 May Sun on 26 May Free hire of inline skates and kickboards Refreshment stand Nature and countryside information stand Games Extra trip boat connection Zug Buonas Risch/Rodkreuz tourist office Town and country planning office Very hot weather on both days Rösslitram Visit Bloodhounds Visit Gubel farm Refreshment stand Games Bus shuttle Menzingen Dorf Gubel Schmid family (Gubel farm) Zürcher and Röllin families (Rösslitram) Finstersee Ski Club Rainy and stormy on 21 July, changeable on 28 July Free hire of kickboards and inline skates Fairytale hour Amusement park Bus shuttle Pfaffenboden Walchwil Members of the European/Swiss Fairytale Society Sattel Hochstuckli Pleasant late summer weather Pontoon boat rides on the river Ruess Free hire of kickboards and inline skates Visit to the ETH research institute Games Information stand on floodplains Bus shuttle Hintere Stadelmatt Kloster Frauenthal Ottenbach Pontoon Club ETH Zurich Town and country planning office &RPSHWLWLRQ A second incentive strategy intended to make the round trips more attractive was a stamp hunt. Children had the chance to collect three stamps on each excursion. The points where stamps could be obtained were marked with a board and were distributed around each round trip route. By submitting a completed form with all of the correct stamps on it, children received a Best Practise Example Services and Campaigns Promoting Leisure Transport 3

4 small prize. In addition, children who had filled at least two stamp cards from two different excursions automatically had a plastic duck reserved for them, which they could use in the Duck Race that took place during the final event. )LQDOHYHQW The project concluded with the final event, which was also the third incentive strategy to actively promote the round trips. It took place on 22 September 2002 (also European Car-Free Day ), although the weather was bad. The highlight of the final event was the Duck Race. 2,000 numbered plastic ducks were sent down the river to race each other. The owners of the first 22 ducks to complete the trip received prizes. :KRZDVWKHGULYLQJIRUFHEHKLQGWKHSURMHFW FDPSDLJQ":KRGLGLWEHQHILW" Driving force / partners: Zugerland Verkehrsbetriebe (regional bus company) Amt für öffentlichen Verkehr des Kantons Zug (Public Transport Office for the Canton of Zug ) Zug Tourismus(Zug Tourist Office) Benefiting parties: the partners themselves sponsors who took part the population of Zug 0DLQPHVVDJHVORJDQRIWKHSURMHFWFDPSDLJQ Four family-friendly round trips by train, bus, and boat in the Canton of Zug. Best Practise Example Services and Campaigns Promoting Leisure Transport 4

5 5HVXOWV Number of participants in the round trips on the Action Days: abs Ennetsee Gubel Zugerberg Frauenthal Final event Despite the bad weather, about 800 people took part in the final event. The round trips are a fixed part of the Zug Tourist Office s programme of activities and are also offered with guides for interested groups. )DYRXUDEOHFRQGLWLRQVEDUULHUV Important criteria and success factors: The project team must be made up of committed individuals Firm and clear organisation of the project because it involves many partners; sufficient planning and set-up time must also be allowed Best Practise Example Services and Campaigns Promoting Leisure Transport 5

6 A comprehensive network of public transport services, walking and hiking paths and cycling trails must be available Active promotion and incentives in addition to usual communication activities is beneficial Possible barriers: Costs Public transport services, walking and cycling paths are not sufficiently attractive,psohphqwdwlrqvwhsv±iuhtxhqwo\dvnhgtxhvwlrqv Development of a basic concept and securing of financing for the project (approximately 6 months) Organisation: finding partners for promotion days and developing communication tools (approximately 8 months) Implementation: promotion days, final event (approximately 4 months, between June and September) Evaluation (approximately 2 months),qirupdwlrq For more information, please contact: R. De Tommasi (project manager), synergo, Fraumünsterstrasse 23, CH-8022 Zurich, tel.: , detommasi@synergo.ch &RVWEHQHILW Basic concept, project organisation, implementation and evaluation: approx. EUR 50,000 Advertising materials and communication (including printing costs): approx. EUR 70,000 $WWDFKHGSKRWRVGLDJUDPVLOOXVWUDWLRQV Photo Duck and table: R. De Tommasi, synergo Cover page of information booklet: Werner Morelli, Kommunikation und Gestaltung, Zug Best Practise Example Services and Campaigns Promoting Leisure Transport 6

7 /LQNVDQGRUSXEOLFDWLRQVIRUIXUWKHULQIRUPDWLRQ SYNERGO, promoting the use of environmentally-friendly methods of transport in the canton of Zug, case study for the MOST project, Zurich, Best Practise Example Services and Campaigns Promoting Leisure Transport 7