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    Case Study

    How TRAVYS & the canton of Vaud turned disruption into a digital mobility win.

    From roadblocks to ridership

    When roadworks led to the closure of a key corridor in the Canton of Vaud, Switzerland, TRAVYS (PTO) and the Canton of Vaud, the local transport authority (LTA), didn't just detour road traffic: they recognised an opportunity to boost modal shift to rail.

    With FAIRTIQ's smart ticketing technology, public transport became the fastest, easiest option. The result? A 46x surge in short-distance train journeys during the campaign, with long-distance travel habits partially maintained even after the construction cleared. Proof that disruption, when supported by the right measures, can drive lasting change.

    Meet TRAVYS

    TRAVYS is the local public transport operator (PTO) serving the Yverdon-les-Bains–Sainte-Croix corridor in the Canton of Vaud. Its mission: to provide accessible, sustainable transport options across the Jura-Nord Vaudois region.

    The challenge: rerouting more than just traffic

    In summer 2025, the full closure of the cantonal road RC254 between Vuitebœuf and Sainte-Croix risked causing major congestion, longer detours, and increased emissions.

    In its role as project owner, the Canton of Vaud (LTA) needed a solution that would not only ease the pain of disruption but encourage a shift toward more sustainable travel.

    The situation presented a unique structural advantage: a railway line runs in parallel to the closed road section. Instead of managing road and rail separately, the Canton saw an opportunity to connect the two strategically. Many mobility strategies focus on integrating rail and bus. In this case, the question was different: how can rail and road work together?

    Simply put: how could the available rail capacity be used to absorb road traffic and make public transport the better choice, fast?

    The solution: automatic discounts, right in the app

    In response, TRAVYS and the canton of Vaud partnered with FAIRTIQ to quickly roll out a digital fare incentive aimed at shifting mobility habits. The joint initiative — financed by the Canton of Vaud — launched precisely during the road closure period from 23 June to 24 August 2025.

    The objective was clear: short-distance trips along the affected corridor should cost travellers no more than CHF 2.–, making rail an attractive and affordable alternative to the car.

    Using geolocation and FAIRTIQ’s smart ticketing system, travellers on the Yverdon-les-Bains–Sainte-Croix railway line (running parallel to the closed road) automatically received discounts of up to 75% on short-distance trips.

    TRAVYS Case study

    Key campaign features

    Clever

    No user action required

    Discounts were applied automatically during travel (up to CHF 1.90 off for half-fare card holders, CHF 5.80 for full-fare users).

     

    IC17 - Reach

    Targeted to the disruption zone

    Only trips along the Sainte-Croix corridor received the discount.

    IC07- Fast&easy

    Fixed time period

    The campaign came into effect precisely for the duration of the road closure (23 June to 24 August 2025).

     

    TRAVYS Case Study EN

    *Mockups

     

    As users ended their journey in the app, a push notification confirmed the discounted price — clearly indicating that the reduction was offered by the Canton of Vaud, reinforcing the ease and value of using FAIRTIQ.

    Why this matters: lowering the barrier for car drivers

    For habitual car drivers, public transport often feels complex:

    Tickets

    Tariff zones

    IC25 - Flexible

    Ticket options

    IC24 - Agile

    Validity rules

    FAIRTIQ removes that friction entirely. There is no need to understand the fare system or select the right ticket in advance. The app calculates the best price in the background.

    When infrastructure disruption created the opportunity, simplicity made conversion possible.

    Communication: turning awareness into action

    To ensure commuters were aware of the rail alternative before the road closure began, TRAVYS and the Canton of Vaud rolled out a targeted, multi-channel communication campaign:

    IC05 - UserCentric

    Local press coverage

    in Journal de Ste-Croix and La Région, reaching over 50,000 households.

     

    flexible

    Institutional communication,

    including an official press release.

     

    IC35 - Corporate Travel-1

    Direct mail outreach 

    to 500 regional businesses to inform employers and daily commuters early.

    IC29 - Joy

    100 posters

    distributed across municipalities, tourism offices and commercial locations.

     

    IC33 - Marketing

    A dedicated webpage

    explaining the offer.

     

    IC26 - TeamSpirit (1)

    Social media activation and station staff training

    to amplify the message on the ground.

    The result: a sharp onboarding spike at campaign start and strong registration growth throughout the closure.

    The impact: lasting change through simplicity

    The results show more than temporary demand.

    New riders onboarded

    60% of campaign participants registered during or just before the campaign period. Three months after the campaign ended, 28% were still actively using FAIRTIQ.

    TRAVYS Case Study graph-1

    Registration date of users in campaign
    red: before campaign start, green: after campaign start

    Short-distance behaviour shift

    46x increase in tickets purchased with the FAIRTIQ app between local stations near the roadworks, suggesting commuters switched to trains over cars.

    short-distance behaviour shift-1

    Long-distance adoption

    8.7x increase in regional, long-distance trips purchased with the FAIRTIQ app along the same line, with usage staying nearly double compared to before, even after the campaign ended.

    long-distance adoption-1

    Revenue and usage growth

    TRAVYS Case Study Revenue and usage growth-1

    Usage of the train lines
    Green = R22 (affected train) 
    Blue = R12 (not directly affected)

    The average daily total spending was more than double after the campaign, compared to before the campaign.

    While some short-distance riders returned to car use after the road reopened, the sustained growth in longer journeys suggests both modal shift and channel shift: from road to rail, and from paper tickets to mobile pay-as-you-go ticketing.

    The simplicity of the experience did not just help manage disruption — it also contributed to encouraging continued use of public transport.

    Why FAIRTIQ? Turning disruption into strategy

    This initiative was not just a promo campaign. It was a frictionless digital experience, financed by the Canton of Vaud and operationalised in partnership with TRAVYS and FAIRTIQ. 

    FAIRTIQ enabled:

    IC07- Fast&easy

    Quick deployment

    With no hardware or ticketing changes.

     

    IC27 - Progress-1

    Effortless UX

    Simplicity that drives long-lasting behavioural change — just swipe, travel, save.

    IC17 - Reach-1

    Targeted impact

    Discounts triggered only where needed.

     

    IC08 - Insights-1

    Actionable insights

    Detailed data on user behaviour and travel patterns.

    Join the movement

    What if every road disruption became an opportunity to introduce people to public transport and win them over as customers? FAIRTIQ’s campaign with TRAVYS and the Canton of Vaud shows what’s possible when the right context meets the right technology and strong coordination between partners.

    Let's co-create the next success story.

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