Jaap Bierman, general manager, recently gave the go-ahead for the Stap in de Zóómer campaign with HTM. With the campaign, the company wants to entice residents of the Hague region to travel by tram or bus to Scheveningen and Kijkduin this summer. At the beginning of April, HTM staff from all kinds of departments gathered and put forward no fewer than 200 ideas that should help people to start using public transport again. A selection has been made from all those ideas, which come together in the campaign.
Reclaiming Travelers
Since the outbreak of the corona crisis, the number of travelers on bus and tram has fallen sharply. HTM now transports around 80% of the number of travelers compared to 2019. To ensure that this number continues to rise, HTM is trying in all kinds of ways to make traveling by tram or bus attractive. Earlier this year, for example, HTM launched the May Holiday Children's Card with which children up to the age of 13 could travel all day for 1 cent by tram or bus. That action was a success. In that period, HTM sold six times as many children's tickets as in the May holiday in 2019. And with every ticket sold, at least one paying adult traveled along. With the summer campaign, full of humor and summer scenes, the company not only wants to entice people to come along, but also to make their trip a real experience with a smile on their face.
Bikini line 2.0 and Get on the Zóómerbus
Everyone agreed on one thing: the bikini line tram 1 had to be restored. The GTL tram 3121 features beach images and puns. Stickers have been applied to the tram, the broadcasters at a number of stops have a summery touch and you can smell the beach. On the route of bus 22, the Stap in the Zóómerbus will be driving with a similar appearance to the tram. Here too, stickers have been applied to the bus and summer broadcasters can be heard at a number of stops. What is special about this bus is that a sticker with beach slippers has been applied to the roof. They can only see residents who are on the 1e floor or higher.
beach stops
Various buses and trams depart to Kijkduin and Scheveningen from the stops Hollands Spoor, The Hague Central and Leyenburg. To draw attention to this, we have given the halts a summery look by placing large objects on the roof to complete stickers ala bikini line of the bus shelter. A further 18 stops have a summer sticker 'From here.. minutes to the beach.'
More group return
A Zóómer group return can be purchased via the HTM Ticket app. For 8,95 euros you can travel there and back with a maximum of 5 people. This return is valid in all trams and buses of HTM. The Step in the Zóóómer with HTM campaign lasts until August 30.
Photo above and below: HTM/Sicco van Grieken.
