TravelSmart: An International Approach Using Social Marketing Techniques to Change Travel Behaviour

Abstract

This case presents an example of the application of behaviour change tools and methods to the task of shifting travel demand from car trips to alternative transport modes. Through analytical marketing analysis techniques (segmentation, the Marketing Mix and the 4Ps) we gain insights into the successful TravelSmart project. This project, first created in Perth in Western Australia, came to be adopted by cities all over the world.

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