Movilidad sostenible (1) Getting private partners involved in Public

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Movilidad sostenible (1)
INVOLVE Project
Madrid, 28th November 2012
Getting private partners involved in Public
Transport Cultural Projects
María Nuño de la Rosa López-Ferrer
Responsable de Relaciones Institucionales
Consorcio Regional de Transportes de Madrid
1
1. Contexto territorial, movilidad y transporte
The conception of an idea
1. There are fantastic spaces within our PT
infrastructures we can use to:
a. Add value to public transport
b. Change the experience of public transport
c. Give users a chance to know some cultural
events, specially in some areas of the city
2
Reasons for PPP
1. CRTM has no budget for these actions
2. We offer an opportunity to private actors
3. Benefits:
- CRTM: possibility to organize events
- Private partners: good visibility
3
The spaces: Interchange stations
1. Big stations with high number of
passengers going through big empty spaces
2. Up to 250,000 passengers per day
3. Good places for music, exhibitions, theatre,
dance…
4
What we offer to private partners
1. Space
2. A captive audience (A captive audience is a
person or a group of people who have gathered in a
certain place for a purpose and are provided or
exposed to information that are unrelated to their
actual purpose of being there)
3. Visibility
4. Media: Press / TV
5
Two ways to get private partners involved
1. Sponsorship
2. Volunteering
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Sponsorship
1. CRTM 25TH ANNIVERSARY 1986 - 2011
a. All PT entreprises were our sponsors
b. Some entreprises as banks, TV, consultancy
companies
c. Types of sponsorship:
•
Strategic sponsor: 50.000
•
Main sponsor: 20.000
•
Sponsor: 10.000
•
Collaborative sponsor: 5.000
•
Friend: 2.500
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Volunteering
a. For cultural events: music, dance,
theatre, flashmobs
b. New talents are offered a space
with a big audience and projection
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CRTM 25th Anniversary
Our birthday: 1st March (I)
Sponsor: Bakery
They offered biscuits
(value 10.000 Euro)
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Birthday (II)
Action: give out biscuits to PT users while
hostesses and musicians sang happy birthday
Where: Three interchange
stations, tube coaches
and buses
10
- Advertising campaign with volunteers
- Aim: to foster the use of PT, artwork
using photos of real users.
-Casting set up at Moncloa Interchange
- Slogan: Public transport: Me too
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Advertising campaign
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Inauguration of artwork
in new station (I)
Mosaic made of
thousand photos
of PT users
13
Inauguration of artwork
in new station (II)
Inaugurated by the President
of the Autonomous
Community of
Madrid with
participants
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Drawing contest for children
15
CRTM 25th Aniversary
International Dance Day, 29th April
. Curro Greco
Flamenco
. Bey ProActive
Street dance
. Mathilde Beramis-Danza Afroantillana
Dancehall (baile jamaicano), kuduro (baile de
Angola) y Soca (baile antillano).
. Ender Bonilla-Espectáculo “Collage”
Ballet Neoclásico, Danza Contemporánea,
Funky, Modern Jazz, Bollywood, Danza árabe,
Africana y Brasileña.
. Mbolo Danza y Percusión Africana
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International Dance Day
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European Mobility Week
Flashmob and dance lessons at Moncloa
18
International Music Day
Music Contest and concert at Moncloa
We offered the possibility to play et the
Interchange Station
Over 40 bands presented their music
Some 12 bands were selected and
played for two afternoons
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Children’s
Exhibition
- Art & theatre
workshop for
children
- Jointly with the
Foundation Carlos
de Amberes
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Children’s
Exhibition
13 panels
- History
- Modes of transport
- Air, water, land
- Public transport
- Rules of the road
and streets
21
Thank you very much for your attention
María Nuño de la Rosa López-Ferrer
email
www.crtm.es
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Movilidad sostenible (1) Getting private partners involved in Public

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