Close attention, not only to the planning of the cycling route network connected with the bicycle hire service, but also to communication and marketing, forms the hub of the integrated plan for the development of cycling mobility in Bolzano city. The result is represented by the introduction of a promotional campaign, signpost designing and the preparation of useful informative matter.
Project executive
Okoinstitut Sudtirol Alto Adige, on behalf of Bolzano Municipality
Participants
The project was developed by the Okoinstitut Sudtirol on behalf of the Municipality of Bolzano (Council responsible for Environment and Mobility) and enjoyed the cooperation of the Constituencies, Helios Comunicazioni Audiovisive Brixen, Istituto di ricerche sociali e demoscopiche Apollis Bolzano, Libera Università di Bolzano, Accademia Europea EURAC Bolzano.
Objectives
The increase in the modal quota of urban cycling mobility from 17.5% (average figure 2002) to 25% (in absolute terms, from 59.000 to about 85.000 transfers) was the guiding line of the Plan. The achievement of this aim makes it possible to improve the environmental situation (through less urban traffic pollution) and, on a wider scale, the quality of life in Bolzano city, resulting in clearly positive results for the city’s image on a national and international level.
Activities
The Plan has, above all, led to a network of cycling tracks being traced out, made up of 8 main thoroughfares and a series of byways, and has carried out widespread works with the aim of making the whole city bicycle friendly. Furthermore, a plan was developed for increasing in number and quality bike parking lots, and the bicycle hire service was renewed and improved.
Communication, information and marketing activities received close attention. In this regard a new corporate identity was created for cycling mobility (with a logo and a design for everything connected with cycling mobility), together with a pocket map of the cycling tracks technologically called a Z-card), a highly informative signpost system (with the main cycling tracks outlined in different colours and indications of the places of greatest interest). Furthermore, marketing campaigns were carried out through mega-prints in the city, poster campaigns on buses, postcard campaigns and several advertising spots in the cinemas.
Process
There is no information available.
Results
To date a notable increase has been achieved in the modal quota of cycling mobility, which has reached an average of 20-21% (this means having reached 50% of the general aims of the Plan, the intention being to bring the said indicator to 25%). Above all, the new signposting has created the perception that Bolzano now enjoys a fully-fledged cycling mobility system, possessing the same importance and dignity of other mobility systems.
Evaluation
Research was carried out during 2005 on citizen mobility so as to verify the Plan’s impact on behaviour. Mobility studies during the winter of 2005 have shown that cycling mobility has increased by 33%, compared to the same period in 2002, and that this figure was actually doubled in the 0 to 24 year old age group
Difficulties
There is no information available.
Budget
116.626 (Euro)
Financial backer
Bozen Municipality and European Union (Project “Emotions”).
