Promoting the implementation of a new sustainable mode of transport in city of Bratislava

The good practice accompanies the bike-sharing project of the private oil company Slovnaft and the capital city of Slovakia to create an effective bike rental platform. The project originated from the long-term strategy of Slovnaft focusing on diversifying the company’s portfolio with more sustainable products and services and thus improving the company image. The municipality of Bratislava welcomed the idea and the funds allocated by Slovnaft and helped by cofounding the project and providing the locations for rental stations. Ninety bike-sharing stations with 750 bikes were installed. Before the start of the project, Slovnaft conducted market research by asking the public to find out if there is interest in bike-sharing and who is the core market segment to use the service. They found out that young working people under the age of thirty-five who use public transport for short distance travels regularly are the most promising potential customers. Other segments include students and young people who currently use cars to travel. For the purpose of trying out the service and then creating the habit, Slovnaft decided to set up the lowest prices in the testing period and then increased prices but with an explanation. The launch was accompanied by massive news coverage in print and television media. Slovnaft used social media to promote the project, announced contests and published info and promo videos. It also uses social media and website to get feedback from the citizens.