Sustainable mobility marketing
Summary
Public awareness of alternative modes of transportation is a key factor in the promotion of sustainable urban mobility and the greater acceptance and use of cleaner vehicles.
Implementing sustainable mobility
The city of Burgos developed a series of integrated measures within the CIVITAS CARAVEL project that have defined its mobility strategy. Major features of these projects are managing access to the historic city centre, pedestrianisation schemes, the modernisation of the bus service, the launching of a bicycle loan scheme and an initiative for cleaner fuels. The city’s mobility policy has been accompanied by various marketing and publicity campaigns encouraging the public to opt for less-polluting, quieter and cleaner forms of transport.
The goals of the measure were therefore to:
- inform the public about the advantages of cleaner and more sustainable urban transport and achieve a greater degree of social acceptance;
- raise public awareness of bicycles as zero-emissions vehicles;
- promote access to clean zones by bicycle, foot or public transportation; and
- encourage the circulation of cleaner commercial vehicles in the historic city centre.
Progress
A marketing plan was drawn up, including a public information campaign; the distribution of free postcards with messages on sustainable mobility; a poster competition to attract ideas for improved mobility; and educational workshops for children.
Outcomes
- Good project visibility: 51percent of citizens recognised the CIVITAS CARAVEL logo.
- An increase of more than 300 percent in the use of bicycles as a daily means of transport.
- An increase of more than 15 percent in the use of public transportation, bicycles or means of transportation other than the private car as the main way of getting to work and for everyday trips.
- Good awareness among citizens of the need to shift the modal split towards more sustainable transportation.
