Individualised Marketing is the name of the approach we use to help people with their travel choices and motivate them to consider walking, cycling or using public transport as an alternative to their car.

We telephone almost every household in an area to identify those interested. We ask them what information they would like to receive about walking, cycling and public transport and deliver personalised packages of information specific to their situation (eg local bus service timetables and local cycling and walking maps).

We may even visit their home, talk to them about using public transport and offer incentives for new users of public transport. We can also arrange a personal visit by someone with practical skills and knowledge of cycling and bicycle maintenance and can even provide discount vouchers from local bike shops to help get bikes back in working order. Those people who are already using public transport, cycling or walking regularly are encouraged to continue this behaviour by rewarding them with small incentives. We also provide them with additional information if they request it.

TravelSmart Household is:

• Proven and sustainable (reducing car travel by 13%)
  
  
• Popular with the community
  
  
• Now adopted by many cities around the world
  
  
• Cost effective (savings in fuel, health care and environmental costs are many times greater than the investment in the program)

To find out more about the cost effectiveness of the TravelSmart Household Program, you can read through the Evaluation of Financial Impacts and Outcomes Report 2002.