Mobility Management for the Helsinki Regional Transport Authority

By News Editor / Updated: 29 Aug 2014

A bundle of mobility management (MM) measures has been successfully implemented by the Helsinki Regional Transport Authority. The program was the first attempt to introduce MM at region level in Finland.

Background & Objectives

Helsinki Regional Transport (HRT) is the authority of public transport in the Helsinki region. Mobility management (MM) is seen as an integrative part of their work and a program was started in 2010 to implement MM that includes a range of services and products for different target groups. These target groups are employers, new residents, schools, nurseries and other public services such as hospitals. All the measures are targeting to raise the share of sustainable modes of travel in the municipalities of HRT.

The main objectives were: 

  • Co-operation with employers and schools (Marketing, information sessions, mobility plans and other services);
  • Information provision to citizens to facilitate change to sustainable transport choices;
  • Improving the reliability and attractiveness of public transport;
  • Participation in community planning (Transport System Planning, Public Transport Planning) and co-operation with land use and town planning.

Implementation

The program was the first attempt to introduce MM at region level in Finland and can be used as a good example for other regions. The most important result was to create a process of co-operation with companies and employers with the aim to promote the MM services available to them.


During the project dozens of companies were visited and a range of MM services were discussed and offered. Different types of MM measures were offered so that the companies could choose the most suitable measures for them. Among the services for employees the following is offered:

 

  • Tailored information: e.g. the use of online services or tickets;
  • Timetable service information;
  • Integration of a Journey Planner search facility to company’s intranets;
  • Employer-subsidised commuter ticket;
  • A tailored public transport accessibility map;
  • Mobility plans.

Some companies (initially) began implementing minor measures, e.g. webpage links to public transport information sites, and then progressed to major implementations like full travel plans. To date 15 travel plans were implemented by companies.

In addition, city wide measures were introduced including:

 

  • Park and ride facilities;
  • Car sharing schemes;
  • A new city bike system.

Conclusions


The co-operation between HRT and target groups has been a big success, affecting thousands of people. Also interactive planning has increased especially using social media. The amount of people using public transport at HRT area has increased during the project but it is difficult to say how big the effect of the MM measures have had on this change.

Co-operating with the companies has challenges: There has to be a large variety of measures offered so that companies can select the most appropriate ones for them, often starting with only a few measures (small steps) and adding more over time.

For MM to be more fully effective, additional ‘hard’ measures also need to be implemented. Finally, to increase the number companies offering employer-subsidized commuter ticket schemes require assistance via the taxation system.

Topic: 
Mobility management
Archive
Country: 
Finland
City: 
Helsinki
Contact: 
Sara Lukkarinen
Author: 
Tarja Jääskeläinen
Keywords: 
Marketing strategies / branding
MM for cities & Regions
MM for employers
MM for schools
user groups - commuters
11 May 2012
29 Aug 2014