Ljubljana started to introduce individualised mobility marketing by establishing specific manners of inclusion/participation of the public in the process of creating a new city traffic arrangement.
• First, the area of corridor was thoroughly analysed through public opinion surveys. The public opinion surveys performed in 2009 and 2012 analysed the legitimacy of changes to the public transport arrangement in Ljubljana including anticipation and mitigation of possible contradictions that may emerge as consequence of a transformed transport system. Altogether, more than 2300 people were included in both surveys. Supplements resulting from surveys regarding city traffic regulation plans, including the potential operating impacts of the new traffic systems were delivered to local partners in order to be used as important data for the preparation of their own measures.
• Second, the development of proposals for optimising synergetic effects of the new traffic arrangement, which are compatible with the functional operation of the city centre (reviving and strengthening heterogeneity and variety in the city centre by supporting a user-friendly traffic arrangement) have followed.
• Third, the process of individualised mobility marketing based on citizens’ involvement in defining transport policy involved introducing the principle of interactivity in formulating policies and to use the gathered data and public feedback to develop an individualised mobility marketing strategy. Strategic objective of this measure was gradual consolidation i.e. acceptance of the new transport policy by interested publics. Implementation of individualized mobility marketing strategy based on individuals as a target group (inhabitants of Ljubljana and potential users of public transport) in total reached more than 2600 people.
• Forth, supportive actions to the individualized mobility marketing campaign followed in order to amplify the effects of other activities inside the project. These actions were implemented in the form of brochure “Mobile Ljubljana” with comprehensive information on sustainable mobility modes in Ljubljana that has been prepared and sent to households in the city and by the mobility shops called MOB-i-LNICA that functioned as info-points for quality mobility and have been established in the Tourist information centres in order to offer information on sustainable mobility in Ljubljana.