One relevant quote There is no logic that can be superimposed on the city; people make it, and it is to them, not buildings, that we must fit our plans. Jane Jacobs Research/Case problem: How can quality of living and environmentally friendly mobility choices be facilitated, improved and measured in an era of urbanization? Chapter overview (case synopsis) Recent global rankings recognize Vienna as top ranked city in terms of its quality of living. This case shows that progressive environmental policy settings and innovative internal marketing are drivers to leverage opportunities that arise from a favorable international reputation. The case then describes Vienna’s success in shifting the travel mode choices of its residents, especially with the introduction of an affordable "365 Euro annual pass” for its entire public transport network. Changing individuals’ transport choice and behavior is a key component toward achieving climate targets and creating desirable urban environments. The widespread adoption of the innovative offering to access public transport benefits organizations and businesses operating in the city is exemplified by the largest Austrian football club, Rapid Vienna, and original data of fan mobility.