MIDAS in Aalborg

Summary of Activities in Aalborg

  1. MIDAS target area

    • Employees of a large company in Aalborg (KMD);
    • Students from an upper secondary school, teacher training college and Aalborg University and other educational institutions.

      Photo: University corridor and target groups.
      Target Area

  2. Stakeholder Consultation

    • Focus group interviews with the 2 target groups above
    • Web-survey
  3. Evaluation (“before” and “after”)
    • Cycle counts and traffic volume counts in the University corridor (conducted in April and May 2006), both manually and using permanent counting stations
    • Passenger counts (conducted in October 2006) covering two bus lines running in the corridor
    • Two web surveys (conducted in November 2006) with KMD employees and the three education institutions located in the corridor, (the university, the teacher training college and one upper secondary school)
    • Traffic safety data (collated annually at National level by the Danish Road Directorate) before and after the implementation of the strategy.
    • Monitoring of the cycle paths facilities (security and safety)
    • Monitoring of the cycle path plan (including plans for new residential areas, road development plans, etc)
    • Continuous motoring of the number of visitors on the traffic portal www.aalborg-trafikinfo.dk and the homepage of NT (www.nordjyllandstrafikselskab.dk) will be part of the evaluation to check whether the marketing strategy has directed the citizens to the information on the web site.
  4. Implementation of soft and associated measures

    The MIDAS measures to be developed in Aalborg are based on a marketing strategy targeting the 2 groups, as listed above. The marketing strategy will include:
    • Direct Marketing and information package: An information package handed out to every interested new student at the university and the teachers training college with information on sustainable mobility in the municipality. Direct marketing towards the employees of KMD through information on the company’s intranet, containing information on the possibilities for sustainable transport from home to the workplace. The element of direct marketing will be through different events run during the campaign, as well as the web-page and the online traffic information.

    • Aalborg’s Marketing Strategy – “The Little Devil and the GREEN Angel”:

      Aalborg Marketing Strategy

    • SMS-services regarding public transport and the general traffic situation, tailored to each student and employee at KMD. This service will give the possibility for people to receive real time passenger information on public transport directly on their mobile phone.
    • Individualised web based time and cost calculator: This measure will cover different modes of transport, with an alarm indicating when one mode becomes more suitable than another, referring to one or more indicators (e.g. cost or time, and energy consumption).

      To provide more emphasise on the benefits of sustainable modes of travel, the “facts” are presented on the web-portal and on fact sheets handed out to the target groups. The facts are also provided to give information on how long it will take from different locations in the corridor to the institutions involved (e.g. from the city centre to the university), the cost for the chosen mode, together with the level of energy consumption, and the savings gained relating to the different means of transportation. This measure provides a revelation to the target groups on how to save energy. How to plan the journey by car, public transport or cycling is already available in Aalborg, therefore this measure is not a travel planner as such, but more an eye opener of the type: “Did you know that…” and “Do you want to save…”

 

Supported by: Intelligent Energy