MARKETING PUBLIC TRANSPORTATION - INTRODUCTION

Abstract:

Public transportation has been marketed effectively since recent years, despite the importance of this mode of transport for efficiency, equity and clean air in cities of the world. Main reasons for not promoting public transport have been related to the lack of interest of governments (and operators) of providing a good public transport service, and negatively complemented by the erroneous perception that automobiles and heavy investments in road infrastructure would solve the problems of congestion and travel times. Interesting marketing campaigns are emerging, especially those in the developed world. The presentation discusses key issues for when a public transport operator (or the city municipality) would like to develop a strategy for marketing, and other issues to avoid. The importance of complementing such measures with a broader strategy of communications and customer service is also discussed.