Marketing Public Transport. Analyses of Marketing Campaigns Within the Norwegian Trial Scheme for Public Transport

The Norwegian Trial Scheme for Public Transport were founded by the Ministry of Transport and Communications in 1991 and were extended throughout the period 1992-97. This report is part of the overall evaluation for 1994/95 and focuses upon the analysis of major marketing projects. The analysis is based on 11,447 telephone interviews conducted in connection with 12 projects. The interviews comprised a randomly selected sample of the population on the respective districts. The results show that less than a half of the population were aware of the campaigns. The variation between the regions is considerable and is essentially due to the structure and design of the campaigns. Information on specific measures had the best outreach. A comprehensive design is also important. External channels, advertisements and press reports are those which were most effective. Information brochures were also relatively successful. It is difficult to reach youth. A more direct form of marketing is required to reach this particular group.