The project was one of 14 national pilot projects in the UK looking at various personalised and individualised travel planning techniques. Alongside the two pilot organisations, the Travel Choice project was also supported by the Department for Transport and the Cambridgeshire Travel for Work Partnership.

The aims of the project were to:

• Demonstrate whether targeting new starters and car park users with personalised travel information was an effective means of securing changes to travel behaviour.
• Increase the proportion of employee travel to work by more sustainable modes of transport (i.e. reduction in single occupant cars). Investigate whether there was an effect on employee retention.
• Provide practical feedback for public transport operators, travel plan co-ordinators and the transport authority.

The project focused on new recruits joining both organisations, with an additional study focusing on existing County Council employees with access to the on-site car park. Half of the project participants were targeted with individualised travel advice (forming an Experiment group) whilst the other half received no assistance (forming a Control group). The only intervention being tested through the project was personalised contact and travel advice – no incentives were offered to participants other than those already in place through the two established site travel plans.

The Control and Experiment groups were compared after three months relative to week one. As well as analysing the data by trips, the project also looked at individual behaviour and perceptions to travel issues.

The Travel Choice Project's Executive Summary and Full Report are available as documents through the links on the right.