Sustainable mobility marketing and ecopoints
Summary
In order to increase the attractiveness of public transport, the Ecopoints initiative encouraged passengers’ loyalty by offering new ticket types and price incentives.
Implementing sustainable mobility
Besides offering high-quality public transport services, it is essential to use appropriate communication and marketing techniques when trying to change people’s travel behaviour and encourage a shift away from private cars to more sustainable transport modes. The new fare policy and mobility marketing plan developed by the public transport operator AMT therefore introduced loyalty schemes, such as the Ecopoints programme, and micro-marketing strategies that included price incentives for using public transport services.
Progress
- A new fare policy and mobility marketing plan were designed to promote the use of multimodal public transport as an ecologically sustainable mobility alternative by offering exclusive privileges to holders of annual passes.
- The Ecopoint programme was developed (system design, sponsorship research, personnel training etc.).
- New ticket types were introduced and promoted, especially those with a broader appeal among young people.
- Data analysis indicated that approximately 2,800 households held at least two annual tickets, and these households were targeted by the Ecopoints programme.
Outcomes
More than 5,000 public transport passengers are participating in the Ecopoints programme.
The number of loyal public transport customers holding an annual public transport pass had increased by around 36 percent by the end of 2007 as a result of successful marketing campaigns.
This fact sheet has been updated by a third party on the basis of available information (not by the city itself), therefore we do not guarantee any data with respect to their content, completeness or up-to-dateness.
