ABSTRACT

This chapter reports the development and effects of a marketing campaign aiming to motivate car drivers to use public transport (PT) more frequently for everyday trips in Munich, Germany. The campaign was initiated and financed by the marketing department of the public transport company MVG and the local authorities of Munich. The campaign, the ‘Dialogue Marketing Campaign for Munich’s New Citizens’ was conducted from October 2005 to March 2006. The whole project was designed as a large-scale pilot study aiming to test the technical feasibility of the campaign design under real market conditions and to provide data that are as hard as possible concerning the behavioural impact of marketing campaigns targeting movers. The evaluation of the marketing campaign indicates that combining the context change of residential relocation with a marketing campaign is an effective strategy to change habitual car use.