What is Travel Awareness?

The Importance of Travel Awareness

After the appropriate measures are put in place, the next step is to make your target audience aware of them.  This is where marketing comes in.  In the sustainable transport sector marketing campaigns are known as Travel Awareness campaigns.


National examples of these campaigns include 'TravelWise' and 'In Town Without My Car'.  These campaigns use a wide range of media and professional marketing techniques which aim at making the general public aware of their
transport choices.

As well as big national campaigns there are many examples of successful local travel awareness campaigns, many of which have been carried out by businesses and Local Authorities.

There has been a lot of debate on whether travel awareness campaigns have a life and independent role of their own, or are best thought of as part of other initiatives which make improvements to travel services.

Their independent role is justified by psychological and marketing theories that better awareness of the alternatives is a precursor to changing people' s behaviour.  If people don't have information about their travel options then they will be unable to make a knowledgeable decision about them.  By ensuring that the public has a good understanding of the alternative methods of travel, they will be encouraged to use them.