|GP: Sustainable mobility marketing in Krakow - Poland|
Krakow develops an integrated marketing scheme for sustainable mobility. This includes a series of activities to draw people's attention to the adverse impacts of traffic, the existence of sustainable modes and their potential to fulfil individual mobility needs. This includes organising seminars and events on sustainable mobility.
Objectives / Innovative Aspects
The measure concerns the establishing of a new "mobility culture", the creating of incentives for sustainable mobility, the developing of a concept for reducing the ecological footprint of mobility, the introducing of a new form of information and the facilitating of public transport use. Innovative is the usage of the Internet to promote public transport and ecological behaviour and to make information about compared costs of use for potential transport means available.
The aim of the measure is to develop the integrated marketing scheme. Fifteen targeted seminars and events which focus on different issues of sustainable mobility will be implemented. The city will use these events to inform the citizens and specific target groups about measures related to demand management and promotion of sustainable transport modes. Additionally there will be the incentive system to promote and stimulate the use of sustainable modes. The intention is to link the purchase of public transport tickets with other benefits such as participation in lotteries, contests or collecting Ecopoints. It is also intended to analyse the introduction of new tickets (e.g. for specific target groups or events) and to improve the promotion and distribution of existing tickets (e.g. family weekend ticket). Also a mobility education concept for schools and companies will be developed. Schools as well as companies can largely contribute to a reduction of car use by putting more emphasis on mobility education. The objective of the mobility education is to make young people and companies aware of the possibilities of sustainable modes of transport and to teach them how to use them.
* Main activities in this measure are linked to the European Mobility Week 2005 in Krakow.
Among the expected results and targets are to get a level of awareness of the project within citizens of 75%, to get 65% of the citizens to have a positive image of the project, to get 1.000 project ambassadors in the city, to raise ecological awareness in the society, to increase the reliability of transfer trips (reduction of missing vehicle at interchange by 40%), to reduce the public transport travel time for trips with transfers by four minutes on average, to increase the public transport demand by 3%, to increase public transport and non-motorised traffic use and to improve the quality measures in the term of regularity, punctuality, reliability and comfort.
The above project is part of the CIVITAS-CARAVEL initiative.