Travel Smart: A Marketing Program Empowers Citizens to be a Part of the Solution in Improving the Environment

In this article the author discusses a marketing program aimed towards including citizens in environmental improvement by reducing auto use. The article begins by noting a general tendency for citizens to disconnect personal transportation choices from the overall solution, especially in North America. The new marketing initiative, first used in Perth, Australia, uses a personal phone call system to reach households and discuss alternative transportation options, gauging reactions on which to base further contact. Positive responses elicit more detailed information, delivered by environmentally friendly systems like bicycles. The low cost and positive responses gained by the program have sparked international notice, to the extent that countries like the UK have announced plans to implement similar strategies nationwide. The article notes obstacles to the implementation of the marketing program, as well as ways in which they have been overcome.

  • Availability:
  • Supplemental Notes:
    • In special supplement "Sustainability Concepts: Enhancing Communities Through Transit"
  • Authors:
    • Salzman, Randy
  • Publication Date: 2008-3

Language

  • English

Media Info

  • Media Type: Print
  • Features: Photos;
  • Pagination: pp 8-11
  • Serial:

Subject/Index Terms

Filing Info

  • Accession Number: 01105506
  • Record Type: Publication
  • Source Agency: UC Berkeley Transportation Library
  • Files: BTRIS, TRIS
  • Created Date: Jun 30 2008 4:07PM