PROMOTION OF URBAN TRANSPORT ON EXAMPLE OF THE METROPOLITAN COMMUNICATION UNIT OF GDAŃSK GULF

  • Hubert Kołodziejski
  • Olgierd Wyszomirski

Abstract

The purpose of this article is to present the promotion as an important marketing tool used in the marketing activities of the organizer of public transport. The basis of the article is the thesis that the promotion of urban transport should be tailored to the specific nature of the tasks carried out by the transport organizer to influence the behavior of current and potential passengers


Promotion in urban transport should be an element of public transport organizing authority’s marketing strategy which is a consequence of choosing defined transport policy priorities by public authorities. Achieving these objectives is possible when public transport organizing authority is able to identify precisely the needs of customers, choose the right promotion instruments and successfully carry out a promotional campaign in the appropriate time. The Gdansk Bay Public Transport Metropolitan Union is an example of an institution which puts great emphasis on promotional activity. It uses different promotion instruments, including “Travelling by public transport” – education program for young primary students.

Published
Feb 7, 2019
How to Cite
KOŁODZIEJSKI, Hubert; WYSZOMIRSKI, Olgierd. PROMOTION OF URBAN TRANSPORT ON EXAMPLE OF THE METROPOLITAN COMMUNICATION UNIT OF GDAŃSK GULF. Transport Economics and Logistics, [S.l.], v. 75, p. 153-163, feb. 2019. ISSN 2657-6104. Available at: <http://www.znetil.ug.edu.pl/index.php/etil/article/view/245>. Date accessed: 21 nov. 2019.
Section
Transportation services market