Bombardier Special Event The Olympic Line – Vancouver’s 2010 Streetcar

APTA 2010 AdWheel Awards Entry

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The Olympic Line – Vancouver’s 2010 Streetcar Synopsis of the Special Event

Sponsorship of the Olympic Line – Vancouver’s 2010 Streetcar– As an industry leader in sustainable rail mobility, Bombardier Transportation provided two

BOMBARDIER* FLEXITY* streetcars for the Olympic Line – Vancouver’s 2010 Streetcar. The upgraded infrastructure was provided by Bombardier’s co-sponsor, the City of Vancouver.

– For this Special Event, Bombardier introduced the first 100% low-floor streetcar in North America to raise awareness and increase visibility of an alternative mode of rail transit that can be easily and economically integrated into a city’s transportation network. The FLEXITY streetcars carried over 550,000 riders during the 60-day period.

– Bombardier operated and maintained the two streetcars for the 60-day demonstration period, from January 21 to March 21, 2010. Free service was provided 18 hours a day, 7 days a week prior to, during, and following the Vancouver 2010 Olympic and Paralympic Games.

– The Special Event involved a comprehensive communication program using various online and print tools, as well as the engagement of media outlets.

– The Olympic Line project won a Sustainability Star from the Vancouver Organizing Committee (VANOC) for the 2010 Olympic and Paralympic Winter Games, which acknowledged a product, service or initiative that represented a new solution to local and global sustainability challenges.

– The project also received the Canadian Urban Transit Association’s National Transit Corporate Recognition Award for 2010 for Exceptional Performance and Outstanding Achievement.

* Trademarks of Bombardier Inc. or its subsidiaries.

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The Olympic Line – Vancouver’s 2010 StreetcarSpecial Event

1. Electronic Media– Vancouver’s 2010 Streetcar video– Special events (videos and photos)– Website– Twitter– YouTube– Electronic newsletters

2. Promotion– Press releases– Roadshow presentation– Streetcar wrap– Project visitors– Promotional items

3. Events– Examples of special events

4. Print Collateral– The Olympic Line - Vancouver’s 2010

Streetcar data sheet

– Specially-designed folder

An integrated promotional initiative with various elements

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1. Electronic MediaProject videos and photos

Video showing highlights of the streetcars’ journey and special events during the 2010 Winter Games– Six minutes

– NB: A DVD of the video has been sent to APTA.

A chronicle of the streetcars’ journey and all special events depicted through video sequences and photos available for download on the special events section of

the Bombardier website – On December 9, 2009, the day of the arrival of

the streetcars in Vancouver, there were over 3,000 visitors to the Special Events section of the Bombardier website.

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1. Electronic MediaVancouver’s 2010 Streetcar Website

A comprehensive website dedicated to the Olympic Line – Vancouver’s 2010 Streetcar

At www.vancouverstreetcar.bombardier.com

– Featuring Multimedia and News sections

– The website attracted visitors from over 100 countries

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1. Electronic Media Twitter

Twitter 2010Streetcar– Followers included media outlets, transit agencies, engineering firms, and bloggers.

From November 2009 to March 2010, there were approximately 700 tweets that mentioned the Olympic Line and the Vancouver Streetcar.

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1. Electronic Media YouTube

YouTube– Three Bombardier-produced videos were posted on YouTube. The project generated

much interest and as of March 31, 2010, 54 additional videos of the project were produced and posted on YouTube by others.

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1. Electronic Media Newsletters

Electronic newsletters– The latest news and events of the Olympic Line –

Vancouver’s 2010 Streetcar were incorporated in quarterly newsletters and issued electronically to hundreds of stakeholders.

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2. PromotionPress releases

Press releases

To raise awareness and to keep the public informed on the status of the demonstration project, Bombardier issued five press releases coinciding with major events between September 30, 2008 and March 13, 2010.

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2. PromotionRoadshow presentation

Roadshow presentation

Bombardier produced a presentation to explain the demonstration project to key stakeholders, which was delivered throughout 2009 at key events in the Greater Vancouver region.

On January 23, 2010 this presentation was delivered to approximately 60 members of the APTA Streetcar and Heritage Subcommittee during a visit to Vancouver. The visit also included a tour of the Olympic Line.

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2. PromotionStreetcar branding and tours of the Olympic Line

Streetcar wrap– To promote the sustainability of rail transit, both streetcars were wrapped with the

Bombardier “The Climate is Right for Trains” slogan to align with Bombardier’s initiatives of developing sustainable mobility and environmentally-friendly rail technologies.

Project visitors– In October 2009, Bombardier Sales Representatives invited approximately 1,000 transit

agencies and organizations, customers, academia and other stakeholders to tour the Olympic Line.

– Approximately 500 visitors from Canada and the US visited the Olympic Line.

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2. PromotionPromotional items

5,000 first-day ride certificates distributed on January 21, 2010

10,000 postcards distributed to riders of the Olympic Line

1,000 refrigerator magnets distributed to riders of the Olympic Line

7,000 streetcar cardboard cutouts distributed to children riding the Olympic Line

Belgium Chocolate wrapped in the streetcar motif were distributed to customers and stakeholders during the demonstration project

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3. EventsCelebrating the Olympic Line with the public and media

September 30, 2008, a media event announcing the

demonstration project

October 12, 2009, a public celebration in Brussels hosted by the Brussels Transport Company

marking the departure of the streetcars for North America

December 3, 2009, a media event announcing the

arrival of the streetcars at the Port of Tacoma, WA

December 7, 2009, a media event celebrating the

arrival of the streetcars in Vancouver

January 21, 2010, a public celebration in Vancouver marking

the grand opening of the Olympic Line

February 12, 2010, a public event marking the

Vancouver 2010 Olympic Torch Relay onboard the streetcars

February 20, 2010, a media event celebrating the 300,000th rider

March 13, 2010, a media event celebrating the 500,000th rider

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3. EventsPromoting the Olympic Line through sponsorships

Bombardier used a consistent approach to raise awareness among industry leaders and public audiences

Vancouver Pacific Gateway Forum Vancouver, BC – March 2009

Canadian Urban Transit Association Annual Conference

Whistler, BC – June 2009

Vancouver Board of Trade

Vancouver, BC – September 2009

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4. Print Collateral

The Olympic Line – Vancouver’s 2010 Streetcar data sheet was produced in three languages and explained the following:– The 60-day streetcar demonstration project and how it

would provide a sustainable transit alternative during the Vancouver 2010 Olympic and Paralympic Games

– Bombardier’s sponsorship of the streetcar demonstration project through its leasing of two FLEXITY streetcars from the Brussels Transport Company (STIB)

– Bombardier’s partnership with the City of Vancouver

A specially-designed folder featuring the FLEXITY streetcar to ensure continuity of the image throughout the special event campaign

Bombardier’s Special Event The Olympic Line – Vancouver’s 2010 Streetcar

APTA 2010 AdWheel Awards Entry