WHO WE WORK WITH
Glasgow 2014 Commonwealth Games
Glasgow 2014 Commonwealth Games
Travel Demand Management Marketing Communications, Spectator Travel Advice and Games Time Transport Communication Operations
Travel Demand Management Marketing Communications, Spectator Travel Advice and Games Time Transport Communication Operations
January to August 2014
About the project
About the project
We were part of a consortium commissioned to deliver the Travel Demand Management programme for the Commonwealth Games. Our Client Group included Glasgow 2014 Commonwealth Games Ltd, Transport Scotland and Glasgow City Council.
The TDM activity was required to influence the travel behaviour of about 25% of background demand (those in the area not going to the Games) and 100% of spectators to manage the impact of the 5 million journeys the Games was expected to generate.
Our consultants managed three key elements of the programme:
- travel advice to spectators
- marketing communications activity for background demand, and
- development and delivery of the Games time transport communications command and control arrangements.
We were also a core part of the TDM management team influencing all aspects of its delivery.
The commission required a thorough appreciation of Games time transport operations, strong internal and external stakeholder management skills and excellent team management abilities as we managed personnel from outside the Company.
We were also instrumental in establishing Scotland's first multi-agency transport communications group and facilitating agreement on transport messages across all modes both in advance of the Games and in response to incidents on the network during the Games.
The TDM programme successfully delivered the required changes in behaviour with 42% of residents claiming they changed their normal travel routine. The required modal split targets were achieved and the local transport stakeholder community has embraced many of the lessons learnt about improved communications particularly Transport Scotland.
Find out more about this and many of our other projects in our case study portfolio.
