THE EFFECTIVENESS OF THE TRAVELSMART INDIVIDUALISED MARKETING PROGRAM FOR INCREASING WALKING TRIPS IN PERTH

Abstract

The Perth Metropolitan Region Pedestrian Strategy supports behaviour change programs that inform and motivate people to replace car trips with walking trips. Individualised marketing is a major travel behaviour change program being applied in Perth. It is one of a number of complementary programs included in the Department of Transport's TravelSmart 10-Year Plan to replace car trips with the travel alternatives (walking, cycling and public transport trips). An individualised marketing trial was applied to 380 households in the City of South Perth during 1997. It identified people wanting information on the travel alternatives and provided motivation and localised information to promote the use of them for all types of trips. Also current users of the alternative modes were rewarded for their behaviour. Evaluation surveys showed a 10 percent reduction in car driver trips with walking increasing by 16 percent. There was also an increase in travel based exercise including people previously not walking or cycling. Two surveys, 12 months and two years later, showed these changes to be sustained. Based on the success of this pilot program, the first stage of a large-scale program covering the City of South Perth was delivered between February and June 2000. The TravelSmart 10-Year Plan includes a staged program to expand individualised marketing to cover half of the Perth Metropolitan Region. This paper outlines how the individualised marketing program has been applied in Perth, focusing on the results to date and the potential for increasing walking trips. (a)

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