Infrastructure and education for transport success

QUT Kelvin Grove Campus, Destinations Project 2004

Client Need

Following the opening of the $135 million stage 1 Inner Northern Busway and new Kelvin Grove bus station, Queensland Transport wanted to promote the new infrastructure project at the university.

Responding Strategy

The QUT TravelSmart Destinations project was designed to target the 10,505 students and 981 staff attending the campus.

The campaign focussed primarily on the 51% of students and staff travelling to and from QUT Kelvin Grove campus by car.

The rationale was to reduce the number of motor vehicle trips by promoting the provision of increased travel choices for staff, students and visitors to the campus.

Transmarketing developed communications strategies and materials for the launch of the infrastructure project and pre-journey and on-network passenger information which were all integrated into a travel behavior change campaign at the university.

The Results

Car trips reduced by 33%

Bus patronage up 69%