Case studies - Government - Tactran

Tactran is a statutory body, taking a strategic approach to transport in the Tayside and Central Scotland region. There are about 312,000 people in the area between the ages of 16 and 65, and Tactran launched its car-share scheme as part of its range of solutions to the region's transport needs.

Merry Scott, the car-share manager for Tactran's scheme, uses a wide variety of promotional initiatives. These include press, magazines, radio, bus ads and website links. She has also provided promotional materials to each of the member authorities to ensure it is promoted everywhere possible.

As a result, awareness levels are high. The membership level - which is currently over 2,300 - keeps rising and their match rate is at 40%.

Merry said:

“By establishing www.tactranliftshare.com as an ‘umbrella' site to the four sites in Tayside and Central Scotland, we've managed to almost double our membership in just over a year. Having just completed a really successful drive time sponsorship on two regional radio stations, the awareness of tactranliftshare is really growing.”

• www.tactranliftshare.com