Madrid: transportation tickets are already sponsored

All cities and countries have a big problem when it comes to mobility: how to ensure the financial viability of a sector, by nature, a deficit, but that, after all, is the service not only of the people who use it but of the entire economy, environment and society?

In Madrid, the new form found by raising more revenue is in marketing. Second minus one Car, the Consorcio Regional de Transportes (CRTM), entity that manages public transportation in local autonomous community, has established a partnership with the El Corte Inglés to convert the passes in an attractive way to promote a product or disseminate a campaign.

Thus, since January 1 the contactless electronic tickets of public transport of the Spanish capital incorporating the logo of El Corte Inglés and a QR Code that refers to the company's online shopping site.

According to the sustainable mobility aggregator, about 50 thousand new passes will incorporate the logo of El Corte Inglés, which becomes the new sponsor of the Madrid public transport.

The idea is a way to generate new revenue for the regional body of mobility â€" the Consortium also hopes to draw the attention of other advertisers and open "a new path of possibilities" for the Madrid public transport network.

In parallel, the CRTM presented this year a new source of revenue, which consists of personalization of social passes â€" with images â€" which has a cost of € 3 ($ 9.6). So far, about 1,000 users have customized their tickets.

Agree on a similar initiative for your city?

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