In the city of Bolzano/Bozen, a corporate system has been developed in order to promote bike mobility in the city: a new corporate design, completion and extension of the bike lanes network, a new communication and orientation system, a new map of bike lanes, big bike events, marketing activities. This activity was partially carried out in the framework of the EU Project Emotions - emotional marketing for sustainable mobility.
The main goal is promoting the bike as an everyday transport mean and enhancing bike mobility modal share from 17,5% (annual average 2001-2002) to 25%. Bike mobility should moreover contribute to reducing noise and air pollution (particularly pm10). It is also an important instrument for city marketing and positioning the city in international competition, where quality of life and leisure opportunities are winning factors.
Activities were proposed by Ökoinstitut Südtirol/Alto Adige, which was charged in 1999 by the City to elaborate the “Cycle mobility Plan of Bolzano”. This activity was partially carried out in the framework of the EU Project Emotions - emotional marketing for sustainable mobility.
A comprehensive system for bike mobility has been developed (with 8 main routes) and a new logo. A whole corporate design covering all aspects and all activities of bike mobility in Bolzano/Bozen has been created. A comprehensive corporate design with strong emotional appeal is a relatively new concept for bike mobility. Biking has to become and to be perceived as a mobility system, with the same dignity and importance as the other transportation systems in a city.>To enhance this perception, a guided system along the bike lanes has been realised, with all the signs necessary to help the cyclist find the main landmarks in the city. The principal bike lanes have different colours, similar to underground lines. The whole orientation system is coherent with the overall corporate design. Other activities and products include a bike mobility map in the Z-card system, a bike rental system, a marketing campaign with posters, postcards, a video based on the idea of computer games, and big bike events.
Since the start of the process, modal split has increased significantly, reaching almost 25% on annual average. A mobility research held in winter 2005 has shown that bike mobility, in comparison to winter 2002, has increased substantially (33%). In the age group 0-24 the modal share of cycling is now double than 3 years before. In the framework of this research, the ADFC-Bikeclimaindex has been measured: Bolzano is ranked on the 8th place in comparison with more than 100 European cities.
It does not matter whether young or old, man or woman, German or Italian speaking: everybody rides the bike for everyday mobility needs. Bolzano/Bozen has become a model city for bike mobility and this best practice was presented to the world conference for bike mobility held in Cape Town, South Africa.
For more information see http://www.trendy-travel.eu/emotions/start.phtml?link=project