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Mobility Measure

Promoting e-bike and car sharing

An information and awareness raising campaign has been launched in order to promote the practice of car and e-bike sharing in Malta. 

Implementing sustainable mobility

Both of these services are new to Malta and the public needs to be made aware of their benefits and educated on how the systems work.

In Malta, cycling is seen as a leisure activity and the unpopularity of it as a mode for commuting stems from the perception of it being unsafe. In order to address this, the campaign will also focus on safety regulations and educate all road users on road sharing and safety.

The promotion campaign will be launched in two phases. It will be done together with the launch of the car sharing service and the national bike ride held annually in September as part of European Mobility Week.

Objectives

The following are the objectives which the e-bike sharing and car sharing promotion campaign aims to achieve:

  1. Encourage sustainable transport behaviour amongst tourists and residents;
  2. Shift users from private cars to shared transport systems;
  3. Educate the public on alternative transport options;
  4. Increase the practice of intermodality;
  5. Further promote electric vehicles;
  6. Encourage cycling as a viable mode of transport; and,
  7. Reduce traffic congestion and journey delays, especially during peak hours.

How will this be achieved?

Following the concession tenders for both e-bike and car sharing services launched by the Malteste government, the public must be made aware of the new services and their advantages promoted.

A study was commissioned to identify the cost of owning a car in Malta. Attributing a real cost to private transport will make the message more effective.

Based on the results obtained from the study, a marketing campaign was designed and launched in September 2018.

The educational campaign on cycling safety will be launched in September 2019.

Before, during and following the campaign, data is being collected to evaluate the impact of the marketing campaign on the satisfaction and awareness of the public.

How did the measure progress?

In May 2017, a study was commissioned to establish the cost associated with owning a car in Malta. This took into consideration the initial expense of purchasing a car, routine maintenance, fuel, insurance and so on. The results from this study formed the basis of the campaign's messaging.

In January 2018, following a call for tender, a team of experts were engaged to assist Transport Malta in designing the campaign brand and strategy.

A soft launch of the campaign was done in September 2018 in conjunction with European Mobility Week; this focused more on the cycling element.

In November 2018, the Transport Sharing Campaign was launched in full in parallel with the launch of the National Car Sharing Service (operated by GoTo, a subsidiary of Car2Go Israel).

As part of the campaign, Transport Malta (TM) had stands at national fairs, expos, and on the university campus. Operators of shared transport services were invited to be present at the stand to promote and answer public questions about their service.

This was done at the same time as the launch of two explanatory videos (one targeting car sharing and one targeting bike sharing); these were broadcast on social media and national TV stations. An adaptation of the video was also played on several national radio stations. Several print and online news portals picked up the campaign and news articles were featured in several national newspapers and periodic printed supplements.

Transport Malta also held TV and radio interviews to explain and promote the concept.

What were the outcomes of the measure?

In 2018, shared transport was something very innovative for Malta and this measure was expected to increase interest in the concept, making the public confident in using it by explaining how the system works and also highlighting its advantages.

At the beginning of the campaign, two companies offered transport sharing, one car and one conventional bicycle service. Since then, another company has also started offering bike sharing, with both companies further extending their services to also offer pedelecs.

Two additional companies are now also offering scooter sharing, whilst a fifth company has launched shared taxi services that are organised as a form of organised car-pooling.

In September 2019, the last phase of the campaign will be launched. Focusing on cycling safety, the Campaign is currently being designed (September 2019).  It will target drivers and educate them on how to safely share the road with cyclists.