beleben

die belebende Bedenkung

The failure of Network West Midlands

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According to WSP’s draft Mobility Action Plan (2013), marketing Birmingham and the West Midlands public transport as a single system would change the public’s view of it.

WSP, draft Mobility Action Plan

Network West Midlands logosHowever, unified marketing has already been tried. Branding local trains, buses and trams as ‘Network West Midlands’ was implemented by Centro from 2005 (and completed in 2007). The intention was that the NWM brand would improve public awareness and increase patronage, but Centro refused to say exactly what the target increase was.

West Midlands bus passenger journeys by year, Centro, 2013

West Midlands local rail and tram passenger volume statistics, 2013

As can be seen from the barcharts of West Midlands bus, rail and tram journeys (above), the NWM rebrand failed in its objective to grow public transport. NWM had no effect on tram and rail trend usage, and between 2006 and 2012 the bus network lost annual patronage equivalent to nine years’ travel on Midland Metro Line One.

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Written by beleben

November 18, 2013 at 10:01 pm

Posted in Birmingham, Centro

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