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Profile and Problem
The city of Edinburgh is a key growth area in Scotland. This growth is located not only in the city centre, but also in suburban areas like the Gyle and Edinburgh Park, the north of Edinburgh and around Edinburgh Royal Infirmary, and has brought decentralisation of jobs with it. That decentralisation causes transport problems, especially in the west of the city. This resulted in the following main activities:
* Use of mobility management to reduce the number of car trips for commuter traffic.
* Application of the approach to business areas, with workers who usually travel during peak hours.
* Monitoring of the effectiveness of the mobility management measures used in the project. A consultant, Steer Davies Gleave (SDG), was appointed to develop and execute a two-year marketing plan to “sell” travel improvements that are being implemented by the City of Edinburgh Council.
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