Abstract
This article provides a brief overview of City West Water, located in Melbourne, Victoria, Australia. It is a Victorian state government‐owned water business, responsible for providing water, sewage, industrial waste, and recycled water services to more than 320,000 residential and business customers in Melbourne's central business district and inner and western suburbs. The article discusses how CWW has adopted innovative programs in order to influence customers to embrace water conservation initiatives. The joint water conservation plan (JWCP) for metropolitan Melbourne offers a showerhead exchange program, and the article presents details of the program and of its marketing campaign that included a water conservation kiosk located in a shopping mall called the Water Wise for Life kiosk. It allows face‐to‐face interactions with customers to promote conservation practices. Findings of a market research survey to test the kiosk concept are presented, along with the design of the kiosk and a description of real products showcased in the kiosk.
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