The City of York was one of 14 UK cities that were selected by the Department of Transport (DfT) in December 2002 to pilot a new approach to mobility management called 'personalised travel planning' or 'individualised marketing'. The importance of changing travel behaviour in the UK is widely recognised as being an essential element of an overall package of measures designed to solve transport problems. Many local authorities have implemented travel awareness projects (e.g. Travel Wise) and have embraced marketing campaigns and promotional exercises such as 'in town without my car', Bike Week and Bike2Work Day. Public transport operators have also responded positively and enthusiastically (as in the case of First Group in York) with branded routes, high quality vehicles, attractive frequencies and persuasive marketing. Promotion, marketing and publicity activities have been reinforced by other initiatives such as the government's support of travel plan development and funding of school travel plan, bursary posts and grants for schools. In general the impact of these initiatives has been impressive with reductions in single occupancy vehicle use, reductions in trip length and increases in walking, cycling, the use of bus and car share. These results have been summarised and evaluated by Sloman (2004)1 in a report for DfT. These soft measures form part of a much larger set of transport measures that are being implemented by national, regional and local government administrations. This larger set of measures includes: - land use planning policies. e.g. PPG13 in the UK, ABC location policies in the Netherlands and Smart Growth in the USA; - public transport investment, co-ordination and pricing (e.g. Zurich and Berlin); - cycling and walking (e.g. York, Copenhagen and Groningen); - traffic restraint; - limiting parking spaces; - pricing (e.g. parking fees, London congestion charge, fuel taxation); - speed control, 20mph zones; - urban freight distribution strategies; - telematics; - environmental regulation (greenhouse gases, pollution, noise); and - car-free housing. This larger set of measures or system conditions can either reinforce personalised travel initiatives and harness synergy or cancel out gains made through behavioural modification.