Individualised marketing campaigns to reduce car use complementary instruments

Complementary instruments

Individualised marketing campaigns includes the promotion of other measures by definition. For example, informing individuals of bus services available to them. It is likely that there will be complementary benefits to running a marketing campaign when a new measure facilitating travel by modes other than the car is introduced.

Types of instrument	Overcoming financial barriers	Overcoming political barriers	Compensating losers	Reinforcing benefits
Land-use	-	Mixed developments	-	Mixed developments
Attitudinal and behavioural	-	Passive advertising campaigns	-	Passive advertising campaigns
Infrastructure measures	-	New rail stations	-	New rail stations
		bus lanes		bus lanes
		interchanges and termini		interchanges and termini
		guided bus		guided bus
		light rail		light rail
Management of the infrastructure	-	HOV lanes, increased public transport service levels	-	HOV lanes, increased public transport service levels
				Regulatory restrictions
				Physical restrictions
Information provision	-	Real time public transport information. Conventional timetable and other service information.	-	Real time public transport information. Conventional timetable and other service information.
Charging	Urban road charging	-	-	Urban road charging
	Workplace parking levies			Workplace parking levies
	Parking charges			Parking charges