Posted on Aug 23, 2019
The government of Qatar’s Ministry of Transport and Communication (MoTC) is planning to upgrade its public transit system with a replacement bus fleet and new metro rail and water taxi systems before 2022 when the country hosts the FIFA World Cup. After the upgrade is complete, the MoTC has set a goal of increasing transit ridership from 0.5 to 10 percent of daily trips. The main challenge to achieve this positive change in travel behavior will be persuading people to select a different transport mode for their daily travel.
Global-5 authored a best practices report based on thorough analysis of world-class public transit systems in London, Paris and Amsterdam, and also smaller systems in Dubai and Orlando similar to the nation of Qatar in size and relevance according to climate, culture and target ridership. The report provided the MoTC with the most relevant best practices on how to use digital tools and owned, earned, shared and paid media to effectively market its public transit systems and communicate with its riders.