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TravelSmart personalised journey planning was introduced among students and staff at the university to encourage a modal shift in favour of public transport.
Popular and successful in Australia, the TravelSmart scheme was not widespread in the UK prior to measure implementation. Following the example of Bristol, Norwich decided to implement the journey planning concept at the University of East Anglia in order to achieve a modal shift among staff and students and to encourage 50 percent of them to opt for public transport.
The specific goals were to provide university employees and students with one-to-one travel advice and practical support, and to market sustainable travel modes among target groups living closest to the university, either on bus routes or where walking or cycling are possible options. This meant targeting a total of 8,000 people.
A personal travel advisor was appointed in August 2006 and a range of direct marketing methods were implemented to promote the measure, including targeting particular postcode areas as well as offering drop-in sessions. New members of staff were given travel-related information as part of the induction process, and students were targeted via events for freshers.
A range of publicity materials, including cycling and walking maps, were produced. Funding was also used to purchase bicycles for a “try before you buy” scheme and a bike rental scheme.
During Green Travel Week in April 2008, activities included a visit by the “Company of Cyclists - Try It” road show, the presentation of an eco-driving simulator, bike-/walk-to-work breakfasts, cycle security coding and a car sharing promotion event.
The measure initially delivered within the university had the following results.