TravelSmart is the brand for a voluntary travel behaviour change program aimed at encouraging people to reduce private vehicle travel in favour of more sustainable modes such as walking, cycling, public transport and ride sharing as well as shorter trips. The TravelSmart Suburbs Brisbane Pilot used the Individualised Marketing (IndiMark(r)) technique developed by Werner Brag, in a group of inner northern suburbs of Brisbane. The results from the Pilot clearly demonstrate that the IndiMark(r) technique can deliver significant mode shift in a Brisbane urban context with large increases in use of environment friendly modes (EFM) leading to a reduction in private vehicle use of 10 percent. The results replicate those obtained in the 1997 South Perth Pilot and the subsequent large scale application in Perth. There is a wide range of credible and proven evidence for the sustainability of the results. The enormous social and economic benefits support its wide scale application in the Queensland urban context. (Author/publisher) For the covering entry of this conference, please see ITRD abstract no. E209537. This paper may also be accessed by Internet users at: http://www.btre.gov.au/docs/atrf_02/program.html
Samenvatting