“Messaging should be tailored to different age groups and lifestyles. Younger audiences engage more with TikTok, Instagram, and YouTube, while older generations may prefer TV, radio, or print media. Videos showing students commuting or workers sharing a ‘day in the life’ of using the metro can inspire others to do the same.”
Community outreach boosts metro support through partnerships with local leaders, schools, and community groups. Schools can host student field trips, and community tours of metro stations build familiarity.
“People trust people they know. If they see friends, family, or community leaders using the metro, they’re more likely to give it a try themselves,” Associate Professor Warren said.
However, awareness alone is not enough as lasting change needs behavioural nudges that subtly guide action.
“Behavioural nudges can be as simple as visual reminders or subtle prompts,” she said.
“Signs like ’Only 15 minutes to the city centre’ or CO2-saving alerts can encourage commuters to stick with public transport.
‘Last-mile connectivity’ is also crucial. If the final stretch from the metro to home or work is difficult, people may revert to private vehicles.
Associate Professor Warren suggests partnerships with ride-hailing, bike-sharing, and shuttle services to ensure smooth connections.
“If the last part of the journey is smooth, people will stick with the metro. If it’s inconvenient, they’ll go back to their cars or motorbikes,” she added.
A strong metro brand supports a strong city brand
Public services, such as the metro, are essential touchpoints that contribute to the city's overall brand image, helping to shape perceptions of modernity, efficiency, and innovation. A well-communicated metro brand highlights not only the ease of mobility and quality of daily life but also reinforces the city’s long-term commitment to growth, sustainability, and urban dynamism. By integrating this narrative into its broader brand story, Ho Chi Minh City can solidify its reputation as a city that embraces progress while enhancing the lived experience for its residents and visitors.
“Public infrastructure plays a critical role in how cities communicate their identity and aspirations,” said Associate Professor Warren, an expert in place branding and communications.
“The Ho Chi Minh City metro can serve as a powerful symbol of the city’s future brand promise—one of innovation, opportunity, and quality of life. Aligning the metro’s narrative with the city’s overarching brand story allows for a cohesive vision that resonates both locally and globally.”
Lessons from global cities
Global cities like Tokyo, London, and Singapore offer valuable lessons on promoting public transport. Tokyo’s punctuality builds trust, while London’s Oyster card ensures seamless travel across multiple modes of transport.
