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Transport Ticketing 2012 in London, 24-26 Jan. 2012 Read more


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This project has received
European Regional Development Funding through INTERREG IV B.

 
 


Fields of Activity Marketing and Mobility Awareness

Integrated marketing approaches are based on the awareness that for a long time public transport systems have been neglected or their existence was simply taken for granted. Therefore, the image of public transport is in many places poor.

On the other hand, already existing technical innovations need continuously accompanying actions which market and promote them in order to raise public awareness and to present public urban transport as sustainable solution to congested and polluted cities. Moreover, ongoing demographic changes, that is, ageing and social diversification constitute severe challenges but at the same time also potentials.

Yet, since there is no ‘one size fits all’ approach, knowledge on the different ways to achieve a better understanding of potentials and challenges needs to be enhanced substantially.

Therefore, within this field of activity, BAPTS promotes targeted marketing approaches and seeks to enhance the knowledge on the effects of mobility management plans in major institutions. It analyses the effects of individualised mobility marketing campaigns based on mobility needs of the different user groups, develops mobility management schemes for companies and school travel plans, initiates mobility management schemes and car pooling for large institutions and establishes “mobility dialogues” with citizens.

Particular emphasis is being placed on enhancing effectiveness through target-group-specific marketing and on fostering behavioural change for more efficient use of public transport systems.