Promotion of light rail post-pandemic under discussion

UK Tram are leading discussions amongst tram and light rail operators in the UK to plan for the promotion of passengers returning to travel once Coronavirus restrictions start to be lifted later this year. While detailed plans remain difficult because of the continued uncertainties whether the Government’s roadmap will be able to be met planning is said to be well underway.

A recent online meeting of the UK Tram Marketing, Communications and Customer Services Group discussed possible different approaches to reassure and attract travellers back to the tram and light rail systems. This involved representatives from Manchester, Edinburgh, Sheffield, Nottingham, London, Blackpool, the West Midlands and the Stourbridge Shuttle.

Jamie Swift, Marketing and Commercial Manager at UK Tram, said: “It really is a chicken and egg scenario, until we start to see customers returning in numbers it’s difficult to see how they are using trams and to put into place marketing initiatives to further boost patronage. That said, it’s clear that promoting trams as a Covid-safe form of transport will be vital, with additional cleaning inside trams and at stops among the key messages. Providing more flexible ticketing options will also be a priority as promoting traditional season tickets may become less attractive as work patterns change.”

At the meeting discussions also took place about how the recent re-opening of schools has presented challenges including capacity on board trams as well as face covering compliance. In addition the group looked at revised signage and safety messaging along with communications on engineering works.

Jamie commented: “There are clearly plenty of challenges ahead as the country emerges from the latest lockdown, but the sector’s marketing and customer services professionals agree that promoting light rail as a safe and ‘green’ option for urban travel is key to future growth.”

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