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Heathrow Commuter is part of Heathrow Airports sustainable travel team. Heathrow is the largest single employment site in the UK with over 76,000 staff on site, working for 367 companies at multiple locations across the airport. Theo Panayi - Heathrow Sustainable Travel Manager, presents a case study on the airports sustainable travel strategy. As part of its Surface Access Strategy, Heathrow has set a target to reduce the number of staff travelling to work unsustainably. The current target is to have no more than 65% of airport staff coming in a single-occupied car by the end of 2012. The biggest challenge faced at the airport is size, scale and complexity of staffing operations. So it is important that Heathrow Commuter has senior management support as well as the support of key stakeholders. In addition, the airport's Surface Access Strategy is supported by the Heathrow Area Transport Forum. This forum is made up of both internal and external stakeholders including Transport for London, Network Rail, Highways Agency, London Underground, Local Authorities, Airlines and freight groups. The steering group agrees the annual action plan and where appropriate offers support and assistance in delivering these initiatives. The Heathrow Commuter Team invests in branding and marketing. It's proven to be the most effective tool for engaging with employees and companies across the airport. When 75% of the average workforce does not have access to a PC during their working day it's essential that we create printed posters and leaflets for designated notice boards that can drive online as well as to the phone. Our marketing campaigns are used across all the |
terminals and companies and when a new communications channel is identified i.e. payslips we share the possibility of developing a generic message for all. Through this tried and tested method the Heathrow Carshare Scheme has become the largest in the world with over 7,000 members. The Heathrow Cycle Hub, the first cycle centre for employees at any airport in the UK opened this year. And the number of early morning bus services which can get staff to Heathrow by 4am increased to thirteen. Plus, the Heathrow free travel zone still remains the only one of its kind in the UK. Our communications are simple and all our messages are rooted in the promise that we can help employees to find a more affordable and sustainable way to travel to work. Whether it's saving money through 75% off a Heathrow Connect season ticket or 30% off selected bus, coach and rail routes through the Airport Travelcard. Or for those who want a lifestyle change - they can take advantage of the discounts and services at the Heathrow Cycle Hub. For airport staff, 10% off any purchases, free labour during a service (parts are payable but also with a 10% discount) and free maintenance courses. Through internal and external communications channels we have created a journey of messages for those employees who could be reducing single-car occupancy by car sharing because it halves the price of their fuel or for the 50% of employees who live in the five neighbouring boroughs and could cycle, it's a happier and healthier way of life.
Theo Panayi |
WINTER 2011
