UITP Asia-Pacific Seminar: Marketing for Public Transport Professionals
11 May 2010, Eaton Hotel, Hong Kong, China
PROGRAMME
| 09:00 – 10:30 | Session 1: Branding and Brand Equity Building for PT Players |
| Opening Speech:
Importance of branding to Public Transport – Branding and the industry environment |
Keynote Speech:
What does a brand offer? The 360 degree total branding solution for Public Transport Operator |
| Key elements to building a strong public transport brand – quality, top-of-mind awareness, favorite, power to charge a premium price, etc? |
| Thinking out of the box: Branding through non-conventional approach |
| 10:30 – 11:00 | Coffee Break |
| 11:00 – 12:30 | Session 2: Building satisfying Customer Experience – How Public Transport Players Acquire and Retain Customers |
| Quality and satisfaction: a missed opportunity? |
| Customer relationship program – why and how we need such a scheme? |
| The “people” factor – How we create ridership satisfaction through user-friendly service and experience? |
| 12:30 – 14:00 | Lunch |
| 14:00 – 15:30 | Session 3: Re-positioning the transport offer to appeal to new markets Identifying and Launching New Products – Are we Satisfied with Just a Mobility Service or are there other Options? |
| Creative and innovative product extension – public transport lifestyle products and beyond |
| Anticipating passengers’ needs and ways to convert these opportunities to revenues |
| 15:30 – 16:00 | Coffee Break |
| 16:00 – 17:00 | Session 4: Ways to Maximizing Revenues – Seeking new revenue horizons |
| Is it that straight forward – How to handle fare policy and structure for public transport players? |
| Innovative advertising sales through public transport players |
| We are not alone! Leverage on collaboration and co-promotions |
| 19:30 – 21:00 | Official Dinner |
Invited Speakers:
- Susana PALOMINO, Chairperson, Marketing and Product Development Commission, UITP
- Michael LICHTENEGGER, CEO, Wiener Linien, Vienna, Austria
- Patrick VAUTIER, Head of Marketing, RATP, France
- Jeny YEUNG, General Manager – Marketing and Station Commercial, MTR Corporation, Hong Kong
- Bangkok Metro, Thailand
- Kaohsiung Rapid Transit Corporation, Taiwan
- Land Transport Authority, Singapore
- RapidKL, Malaysia
- Seoul Metropolitan Rapid Transit Corporation, Korea
- SMRT, Singapore
- Taipei Rapid Transit Corporation, Taiwan
- Tokyo Metro, Japan
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Local Host:
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