Adelaide Metro

Adelaide Metro wins international awards!

The Adelaide Metro has won an award at the annual Australian and New Zealand UITP international public transport associations, Golden Angel Public Transport Marketing Awards.

The award was announced in Sydney on Thursday 19 July 2007 and recognised the Adelaide Metro's Big Bang approach to marketing its service changes. The Adelaide Metro was one of 32 entrants from Australia and New Zealand.

Adelaide Metro recognised that to maximise the provision of public transport across the Metropolitan area various services that were poorly patronised required rationalisation and those resources diverted to areas where demand was growing.

This can be achieved either by a trickle of continuous change across the entire system or alternatively by coordinating one major change at the same time that allows for the market to focus on service improvements and for resources to be applied collectively to promoting and launching new innovations and products system wide.

This approach is called the Big Bang and as the name implies it allows for major promotion of the benefits to the public transport system delivered by the service changes; this would not be as obvious to the market if the processes was not focused in one major change.

In the past Adelaide Metro had applied the Big Bang principle to create innovative products such as Go Zones, Roam Zones, JetBuses and so on. This approach has been pivotal in growing awareness of the public transport system and subsequently patronage.

This approach was applied in August 2005 and October 2006 with significant patronage results with patronage growth of 5.6% and 3.5% respectively over the 3 months after the service changes.

 

The Public Transport Division has received double international acclaim for the provision of transport information to customers.

American Award
The Adelaide Metro “Get up and Go” brochure series has won a First Place Award in the 24th Annual AdWheel Awards run by the American Public Transportation Association.

Competing in the Group 4 category that is determined by the number of passengers on a system, Adelaide was in competition with major American cities such as New York, Washington and Los Angeles.

The award was recognised at the annual APTA meeting in Salt Lake City in October 2003. These awards attracted 680 entries from North America and other countries.

European Award
Also at the recent Third International Association of Public Transport (UITP) International Conference on Travel Information held in Gothenburg, Sweden, the Public Transport Division received the Secretary General Award for Outstanding Achievement in Travel Information as part of the prestigious Travel Information Awards.

This was for the system of information provision here in Adelaide delivered by the Adelaide Metro.

There were five finalists in the awards from 25 Cities worldwide.

Above: The APTA AdWheel Award.
Below: The UITP Award for Travel Information.

The Adelaide Metro has also been recognised in the UITP Good Practices guide which is an international guide for public transport organisation.

UITP Good Practices guide