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Why - Arguments for similar actions

The poster action in Trento and Rovereto

Similar actions should be carried out, as they can be very successful and very effective. It is important to show the bus as a place of new experiences and adventures, of pleasant situations, as a comfortable means of transportation, which can be used anytime during the day and in any situation. To be successful, similar actions need to consider:

Using appropriate images: images appeal to the needs and feelings of the observer, establish a first contact, can be easily assimilated, can fulfil the human desire of experiences and adventures, create memory of emotions, and are a direct tool for communication.

Using faces on pictures: faces speak clearer than text, allow interaction with the observer, and allow identifying with the situation.

Using beautiful images: beauty is a fundamental human need and an important factor in life. Beauty is important to attract attention.

Using appropriate text: the text is the oral solution of the image (poster). The text describes an indefined situation, gives a moment of freedom, which is of fundamental importance. In this specific case the text offers also a moment of surprise: "Ti aspetta sotto casa", it is not waiting for the bus, but the bus waiting for you. Also the sentence "Un amico sotto casa", a friend in front of your house, signals a service with your needs at heart.

Using a modern graphic style: the graphics has to be clear, without disturbing elements, immediate in the perception and easy to understand, and must focus on the interest of the observer.

The bus is in competition with the car. Therefore the level of communication has to be high and the approach as emotional as car advertising is. The activity in Trento and Rovereto can be successfully transferred to similar situations, provided some important aspects are taken into account.

The actions for the bike mobility in Bolzano/Bozen - bolzanoinbici

The potential for bike mobility in smaller cities as Bolzano/Bozen (100.000 inhabitants) is in general much higher that the actual use of the bike. Therefore substantial efforts should be made to increase bike mobility. Adequate infrastructures, such as bike lanes and parking facilities for bikes are a prerequisite. But not less important are actions to "sell" this offer, promoting bike mobility in various ways. The experience of Bolzano/Bozen showed that this is possible and that some aspects are important:

Give to bike mobility an appropriate corporate identity. Bike mobility has to have the same dignity and importance as the other transportation systems in a city. The corporate identity is based on a specific logogram and has to be applied to all aspects of bike mobility: information material, rental bikes, promotional activities, events, etc.

Give a good information to the cyclist: a guided system along the bike lanes is important, with all the signs necessary to help the cyclist find the main landmarks in the city.

Important for information is a god city map indicating the mobility system. In Bolzano/Bozen the principal are marked with different colours, similar to underground lines, and a practical map in the Z-card system illustrates the whole picture of infrastructures for bike mobility.

Important for promotion are marketing applications as realized in Bolzano/Bozen, such as gadgets, T-shirts, advertising on busses, mega prints in the city, cinema spots (foreseen for 2004).

Very important are events, in which biking together gives the feeling that that there are many people sharing your way to live mobility in the city. This gives a sense of togetherness and animates you to go forwards on this path.

The arguments in favour of bike mobility to be conveyed are many. Beauty and fun are more convincing than moralizing.. As for the actions in Trento and Rovereto, beauty is a winning card.