The SmartMove project aims to promote the use of rural public transport via a personalised travel marketing approach.
Active mobility consultancy (AMC) campaigns are a form of direct marketing in which citizens are directly approached in order to collect feedback about their public transport experience, and, if they do not use public transport, to inform them about the available travel options.
The campaigns are “active” in terms of both directly approaching people, and in the sense that additional educational activities are organised.
In the active process of informing people about public transport, it is not passengers who have to search for information, but rather the public transport operators who inform their (potential) customers according to their individual needs. For this purpose, current and potential public transport passengers are provided with customised information in order to help overcome subjective barriers to the use of rural public transport systems.
In addition to written information and personal interviews, active mobility consultancy campaigns include practical traveller trainings, public participation in planning, and guided tours of public transport feeder schemes. The campaigns are also an opportunity to collect first-hand information from passengers in order to adjust the public transport offer to passengers’ requirements.
To know more, visit the project’s website: http://smartmove-project.eu/
10 November 2014
