Metro today launched a major state-wide campaign aimed at reversing a decline in passenger
numbers.
Metro’s Chairperson Lynn Mason said today the campaign was built around a “hero” character to
focus on positive perceptions about bus travel to challenge some negative views people have.
“Our hero character is confident, quirky and charming. He is helpful and he is funny. Our character
is able to show us all of the positive things about travelling on Metro,” Ms Mason said.
“After some strong gains in passenger numbers following the introduction of Greencard, we have
seen a decline in full fare paying adult passengers over the past couple of years and are looking at
ways to turn that around,” Ms Mason said.
Metro passenger boardings fell by 3.1 per cent, from 10,497,027 in 2011-12 to 10,186,113
last financial year.
Metro’s Chief Executive Officer Heather Haselgrove said increasing passenger numbers was a top
priority.
“It is the reason for our free Greencard offer in July last year, the 20 per cent discount we offer for
people using Greencard and initiatives like the Fare Free Weekend to let people experience our
service and, hopefully, use it more regularly,” Ms Haselgrove said.
“We’ve also introduced a Journey Planner in Burnie, Hobart and Launceston to make it easier for
people to plan their bus trips using their computer or mobile devices and earlier this month started
the Turn Up and Go trial on Metro’s busiest route in Hobart. As well we’re progressively replacing
ageing buses, updating all of our timetables and modernising bus stop shelters and seats.
Ms Mason said Metro undertook a research project earlier this year to understand why passengers
used Metro while others either were not using it or were using Metro less than they had before.
“The decline cannot be attributed to any single factor. We believe the cost of adult fares is one
factor but passengers tell us that other factors such as the regularity and reliability of services,
convenience and the standard of our buses and infrastructure are also important,” Ms Mason said
The study also explored how people felt about Metro and the Metro brand.
“Some people said good things about Metro, for example that our drivers are courteous, but some
also felt that Metro was tired, in dire need of a ‘makeover’ with an update of buses, technology and
infrastructure and could show more care in delivery of services,” Ms Mason said said.The Catch My Ride campaign will continue for an indefinite period and build on other events and
offers such as the highly successful Nightrider service on New Year’s Eve and Greencard
promotions.
