WP A – Innovative Approaches in Travel Awareness

The team of workpackage A of the MAX-project was led by Mobiel 21 (Belgium), assisted by partners from Austria, Germany, Greece, Lithuania, Italy, Spain an the UK and as demonstration and test cities Almada, Tallinn and the region of Lazio. It has been researching the components and key success factors of Travel Awareness Campaigns, a core part of Mobility Management.

It is all contained in MaxTag - The Travel Awareness Campaign Guide.

The guide offers a 10-step guidance in setting up successful campaigns. It differs from the result from previous projects in the following ways:

• successful campaigns adapt a social marketing (rather than solely a marketing communications) approach.
• far greater emphasis is given to the campaign planning stage and especially ‘upstream’ marketing to engage stakeholder support.
• the design incorporates a continuous dialogue between the campaign team and target audience so that there’s a clear understanding as to why people don’t travel sustainably, i.e. the barriers to change.
• increasing attention is paid to the campaign legacy-achieving longer lasting impact for your investment.

Here on this section of the Max-website you can find:

• The WPA state of the art report
• The WPA research plan
• The reports from five research task forces of WPA:
• Task Force 1: Campaign Design
• Task Force 2: Campaigning the Campaign
• Task Force 3: Message & Message Giver
• Task Force 4: Combining Hard Measures & TA
• Task Force 5: Combining Education & TA
• Final report (not yet public: still to be verified by the Commission)

For more information, see download centre and the Max-part on the EPOMM-website