Innovations

City marketing from a public transport perspective

Code

PTC.6

Title

City marketing from a public transport perspective

Case study/reference

www.touristdayticket.nl

https://mrdh.nl/project/toeristenkaart-ov

https://mrdh.nl/nieuws/tourist-day-ticket-onbeperkt-reizen-alle-hotspots

Recommendations for the design

Use of no-proprietary solutions.

Security keys must be in the hands of Public Transport stakeholders.

Design including also future extension to services/operators not directly involved in the first launch phase.

Recommendations for the implementation

Adoption of pilot system (to act as demo phase) and following extension to a wider range of services.

Brief description

Combination of city marketing with Public Transport so as to address the needs of city visitors. These include package deal tickets for the tourists, development of a free app for booking the attractions and the Public Transport modalities, introduction of group and family card, special rates, etc.

Full description

The MRDH (Metropolitan Region of Rotterdam-Den Haag), together with the province of Zuid-Holland and the Public Transport Companies, has developed a disposable OV-chip card specifically for tourists. With this TouristDayTicket (TdT) anyone can travel for only € 13.50 one day unlimited by bus, tram, metro and waterbus all over South Holland. Destinations such as the Keukenhof, Madurodam, the Markthal and Kinderdijk are all easily accessible with one card. It is the first result of the project "One Public Transport Ticket" from the MRDH and the Cooperation Agenda. The ticket meets the wish of the Lower House to facilitate travel for foreign tourists by Public Transport. The TouristDayTicket is for sale at the vendors of Rotterdam, The Hague Airport, hotels and tourist offices in South Holland. An up-to-date overview of the sales outlets can be found at www.touristdayticket.nl. This means easy availability and accessibility of Public Transport; combi ticket for attractions are not (yet) available. With introduction of barcode scanners at metro stations, combi ticketing will be feasible.

CIPTEC score

3.8