Martinez and Shields – THE ROLE OF PUBLICITY IN PUBLIC TRANSPORT POLICY AND PLANNING 1991

Description

Consorcio Transportes Madrid (CTM) used publicity alongside tangible service and fare improvements to reverse a decade-long decline in public transport use. Launched in 1986 to integrate fares and introduce travel cards, CTM initially focused on informing the public about new passes and service upgrades. Market research showed a poor public image and identified a convertible market—about 32% of car and taxi users—and concern about congestion and pollution. From 1989–90 CTM ran a planned image campaign after real service gains: first improve service, then inform, then promote image. Objectives included encouraging modal shift without offending car owners, enhancing public transport’s social and ecological value, and elevating the status of users. CTM combined rational and emotional messaging, avoided purely informative or pedantic styles, and used TV, radio, outdoor ads and newspapers. A tortoise symbol contrasted slow car travel with faster public transit. Post-campaign evaluation showed 75% recognition, improved public attitudes, continued ridership growth, and industry recognition.