Raising the image of cycling

Extensive research on traffic policy has confirmed that cycling, as a mode of everyday travel and as a viable part of sustainable transport, is afflicted with a very negative image throughout the New Member States. Cycling has a very high potential to develop into an extremely effective sustainable mode of transportation. However, for this potential to be utilized a major image change has to occur. The achievement of this image change was one of the objectives of this project. In this specific task TRENDY TRAVEL focused on reversing the negative image of cycling through the implementation of emotional marketing campaigns that included Storytelling, Rituals, Pleasing the Eye and the selective use of children’s' power over their parents, particularly within the New Member States.

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