1st Seamless Mobility Workshop How new mobility services can help public transport attract more customers (max 150 participants)
The 1st Seamless Mobility Workshop will be the opportunity for exchange with European experts on the integration of new modes (carsharing, bikesharing, taxi,…) in the sustainable mobility network and how they contribute to the promotion of Public Transport.
Welcoming remarks and introduction to the conference
Chairperson: Susana Palomino, Head of Marketing, Quality and Environment, Metro Bilbao, Bilbao, Spain and chairperson of the Marketing and Product Development Commission
Official opening
Hans Rat, Secretary General, UITP, Brussels, Belgium
Local host speeches
• José Manuel Silva Rodrigues, President of the Board of Directors, Companhia Carris de Ferro de Lisboa SA, Lisbon, Portugal
• Joaquim José de Oliveira Reis, President of the Board of Directors, Metropolitano de Lisboa EP, Lisbon, Portugal
Keynote speech
Excellence in Business Development
Dr. Paulo Malo, President and CEO, Malo Group, Lisbon, Portugal
Voting for the Marketing Award's Category "Printed Campaigns"
13:00-14:30
Lunch
14:30-15:00
KEYNOTE SPEECH 1
The public transport as competitiviness factor in a city
José Enrique Urkijo, General Director of Strategic Development. RENFE, Madrid, Spain
Questions
15:00-16:15
Session 1: Different cities, different approaches, all the same goals?
Chairperson: Arnaldo Pimentel, Commercial and Marketing Director, Companhia Carris de Ferro de Lisboa, Lisbon, Portugal
Increased traffic through STM’s Environmental Image Re-branding and The «Gift of Air » Campaign
Pierre Bourbonnière, Director of Marketing, Société de transport de Montréal, Montreal, Canada
Denise Vaillancourt, Executive Director, Planning, Marketing and Communication, Société de transport de Montréal, Montréal, Canada
Successfully positioning a new brand in a hostile South African market
Barbara Jensen, Communication Executive, Gautrain, Johannesburg, South Africa
Wiener Linien and its customers – generating lifetime value
Gerghard Schillinger, Head of marketing, Wiener Linien, Vienna, Austria
Martin Kalab, Marketing Executive, Head of Advertising, Wiener Linien, Vienna, Austria
Discussion
16:15-16:45
Coffee Break
16:45-18:00
Session 2: Reaching out to customers through new technology and strong branding
Chairperson: Michael Lichtenegger, Managing Director, Wiener Linien, Vienna, Austria and vice-chairman of the Marketing and Product Development Commission
Greater Izmir Municipality pricing and ticketing campaign Guliz Ozturk, International Marketing Manager, Kentkart, Izmir, Turkey
Real Time Passenger Information Project – tramTRACKER Paul Matthews, Head of Marketing, Yarra Trams, Melbourne, Australia
Public transport companies need to become strong brands.
Koen De Broeck, Research Manager, De Lijn, Malines, Belgium
Discussion
20:00
Official dinner
Friday 9 October 2009
09:00-09:30
KEYNOTE SPEECH 2
Quality and satisfaction: a missed opportunity? Patrick Vautier, Head of Marketing, RATP, Paris, France
Anja Georgi, Chief executive officer, Local Passenger Transport Authority (LNO), Offenbach (Main), Germany
Marketing Public Transportation Services in Oman: People’s perception towards introduction of a good Public Transport System
Rakesh Belwal, Associate Professor, Faculty of Business, SoharUniversity, Sohar, Sultanate of Oman
JR East strategies to add value to railways’ customers
Emiko Sayama, Manager of International Department, East Japan Railway Company (JR EAST), Tokyo, Japan
Fare Compliance - a campaign for social behaviour change
Terese Scalise, Marketing & Brand Manager, Metlink, Melbourne, Australia
Discussion
Voting for the Marketing Award's category "Commercial Campaign"
11:00-11:30
Coffee break
11:30-13:00
Session 4: Re-positioning the transport offer to appeal to new markets
Chairperson: Paul Amlani-Hatcher, Head of Market Planning, Transport for London, London, UK and vice-chairman of the Marketing and Product Development Commission
Strategies and results of re-positioning a product in a competitive market
Germano Travassos, Consultant, Empresa Metropolitana LTDA., Recife, Brazil
21st Century Metropolitan Mobility
Rick op den Brouw, Product Development Manager, Greenwheels, Rotterdam, Netherlands
Brand Positioning & leisure guide
Michaël Chopard, Marketing and Communication Manager, Transport Public Genevois (TPG), Genève, Switzerland
Mobility management for new citizens: A relationship Marketing Campaign in Munich
Sabine Nallinger, Project Manager, Munich Transport Authority- Stadtwerke München GmbH/MVG, München, Germany
Discussion
13:00-14:30
Lunch
14:30-16:30
Session 5: Round table
Chairpersons:
Luis Ferreira Lopes, Economics editor, SIC (Television), Lisbon, Portugal
José Monteiro Limão, Director, Transportes em Revista (Magazine), Lisbon, Portugal
Representatives from different countries:
• Rakesh Belwal, Associate Professor, Faculty of Business, Sohar University, Sohar, Sultanate of Oman
• Pierre Bourbonnière, Director of Marketing, Société de transport de Montréal, Montreal, Canada
• Viorica Sarman, Chief Editor and Marketing, URTP, Bucarest, Rumania
• Marcello Borg, Marketing and Communication Manager, Companhia do Metropolitano de São Paulo, Sao Paulo, Brazil
• Erzsébet Székelyné Pásztor, Director of Communication, BKV, Budapest, Hungary
• Jorge Jacob, Member of the Board, Metropolitano De Lisboa, Lisbon, Portugal
Discussion
16:30-17:00
Awards ceremony
Hans Rat, Susana Palomino, Jose Manuel Silva Rodrigues and Joaquim José de Oliveira Reis
