Positive Thinking promotes Smarter Travel scheme

Positive Thinking has been appointed to work with the Smarter Travel Richmond team (STR) on its workplace promotions campaign, which will launch in April 2010.

The consultancy's task will be to encourage workplaces to commit to choosing more sustainable travel options in order to reduce congestion and benefit the environment.

The scheme aims to encourage people to take advantage of government-funded services such as free cycle stands and eco-driving training.

The challenge will be to bring the Smarter Travel proposition to life within the differing guidelines of STR, Richmond Borough Council, Transport for London, and the Mayor of London.

Positive Thinking will develop a structured programme of promotions that drive awareness and uptake of products and services among travel co-ordinators and their staff.

The campaigns will have three specific messages: Smarter Driving, Cycling to Work, and Taking Public Transport.

The campaign programme will combine a mix of channels, including direct mail, e-mail and outbound calls to target businesses.

This activity will be supported by promotional toolkits and communication will be sent to businesses that are already on board with the scheme in order to drive conversion and further engagement with the scheme.

Working with Positive Thinking, Positive Digital will deliver the e-mail element of the campaign.

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