Build on previous experiences and refresh Choose How You Move (CHYM) as a mechanism for promoting modes of Travel (MIC)
In April 2004, Worcester was selected by Department for Transport as a Sustainable Travel Demonstration Town The aim of the programme was to achieve a shift from single‐ occupancy car use to sustainable modes of travel and to relieve congestion. ‘Smarter Choices’ measures were combined with service and infrastructure improvements and this was branded ‘Choose how you move”. The programme offered improved public transport infrastructure, cycle routes and pedestrian access, plus a variety of incentives and personalised travel advice.
Choose how you move in Worcester City ran successfully in 2004 – 2009. Initial evaluations in 2008 showed an 11% increase in walking journeys, a 19% increase in cycling journeys, 7% decrease in car journeys and 20% increase in bus use.
Sustained Marketing and communications as well as successful branding were critical elements to CHYM and Worcestershire BSIP aims to replicate previous successes for Worcester City and Redditch across the whole County.
BSIP Targets
- MIC1 - creation of Worcestershire Network Brand
- MIC 2 - increase number of locations Worcestershire Brand Appears (Initial target of 500 locations per year)
- improve public perception of bus infrastructure (CS)
- increase patronage on Worcestershire Network (PG)