Presto Topic 2 Promotion Campaigns

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Presto Topic 2 Promotion Campaigns

  1. 1. International workshop Improving Cycling Culture in Cities February 26th-27th, 2010 Tczew - POLAND Promotion Campaigns Troels Andersen Bremen Tczew Cycle Traffic Planner Denmark Venice Grenoble Zagreb Presto is supported by
  2. 2. Promotion Campaigns Main Topics • How to develop cycle promotion campaigns. • How to create a detailed implementation plan. • Focus on the most cost effective way. • Evaluation integrated in the concept • Results all ready made in different campaigns. Promotion Campaigns Promotion Campaigns
  3. 3. Promotion Campaigns Campaign Target Groups • Small children • School children • Workplaces • Recreation • Urban city life & branding of cycling as a life style. On-site training: Tczew Promotion Campaigns Promotion Campaigns
  4. 4. Promotion Campaigns Troels Andersen: • Civil Engineer • Traffic Planner • Odense - Denmark's National Cycle City • Consultant for Copenhagen, Mexico City, Oslo, Århus and others • Fredericia • Chairman On-site training: Tczew Promotion Campaigns
  5. 5. Promotion Campaigns Mass Media Strategy: • Positive messages • Image • Quality Keywords: • Freedom • Mobility • Modern life style On-site training: Tczew Promotion Campaigns
  6. 6. Promotion Campaigns Small children On-site training: Tczew Promotion Campaigns
  7. 7. Promotion Campaigns Cycle Duckie • Motivating new cyclists • Cycle Duckie meets you! • Tattoos • 5,000 children On-site training: Tczew Promotion Campaigns
  8. 8. Promotion Campaigns Cycle Trailers • Free trial for 1 week. • 10 trailers. • 6,000 parents got the offer. • 45% of the users used to drive a car instead. • 2.5 times higher use On-site training: Tczew Promotion Campaigns
  9. 9. Promotion Campaigns School children On-site training: Tczew Promotion Campaigns
  10. 10. Promotion Campaigns Free Wheeling • Competing school classes On-site training: Tczew Promotion Campaigns
  11. 11. Promotion Campaigns Workplaces On-site training: Tczew Promotion Campaigns
  12. 12. Promotion Campaigns Company Bikes • 29 companies • 67 bicycles • 500 km in ½ year = ½ price • Average 5 km/day/bicycle • Stimulated private cycle trips On-site training: Tczew Promotion Campaigns
  13. 13. Promotion Campaigns The Worst Cycle Path Ever! On-site training: Tczew Promotion Campaigns
  14. 14. Promotion Campaigns Get Rid of the Sack! • Middle-aged men • Advertisements • Bus ends • Go-cards to 84,000 households • TV spots • Meet the Sack • 75% remember the campaign On-site training: Tczew Promotion Campaigns
  15. 15. Promotion Campaigns Recreation On-site training: Tczew Promotion Campaigns
  16. 16. Promotion Campaigns Guided Cycle Tours • Free • Thematic • Seniors On-site training: Tczew Promotion Campaigns
  17. 17. Promotion Campaigns Cycle Route Planner On-site training: Tczew Promotion Campaigns
  18. 18. Promotion Campaigns I'm Cycling to the Bakery • “Cycle first – eat later” • Local trips in weekends • 32 bakeries • Posters in the shop • Trolley coins goes with bread - 15,000 • 40,000 lottery coupons • Wellness weekend – and cakes On-site training: Tczew Promotion Campaigns
  19. 19. Promotion Campaigns Urban city life & branding of cycling as a life style. On-site training: Tczew Promotion Campaigns
  20. 20. Promotion Campaigns Logo • City identity On-site training: Tczew Promotion Campaigns
  21. 21. Promotion Campaigns Public Branding On-site training: Tczew Promotion Campaigns
  22. 22. Promotion Campaigns Public Branding On-site training: Tczew Promotion Campaigns
  23. 23. Promotion Campaigns Permanent Cycle Light • Magnets in the wheel • No batteries • Fixed at the cycle • 16,000 signed up • 2,000 got free lights • 2,000 in control group • 98% happy cyclists • - 32% accidents On-site training: Tczew Promotion Campaigns
  24. 24. Promotion Campaigns Campaign Items On-site training: Tczew Promotion Campaigns
  25. 25. Promotion Campaigns Rewarding Activities • 5,000 pieces of chocolate and apples • Post-cards • Competition at the web site On-site training: Tczew Promotion Campaigns
  26. 26. Promotion Campaigns Role Models On-site training: Tczew Promotion Campaigns
  27. 27. Promotion Campaigns Google Latitude • Free • Google Maps • "Find your friends down town" • Route assistance • Data isn't logged • Campaign On-site training: Tczew Promotion Campaigns
  28. 28. Promotion Campaigns Mobile Dialogue • Cyclists happiness is crucial. • Close and ongoing dialog with the citizens, cyclists and non cyclists. • RMS (Reply Message Service) - a new service sends questionnaires to mobile phones. • Virtual bridge for mass dialog. • Viral marketing by using 'Send to a Friend' On-site training: Tczew Promotion Campaigns
  29. 29. Promotion Campaigns Mobile Dialogue • Campaigns • Events • Voting - Hot or Not? • Yearly cycle accounts • Public participation On-site training: Tczew Promotion Campaigns
  30. 30. Promotion Campaigns Selling the Good Stories On-site training: Tczew Promotion Campaigns
  31. 31. Promotion Campaigns Selling the Good Stories On-site training: Tczew Promotion Campaigns
  32. 32. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  33. 33. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  34. 34. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  35. 35. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  36. 36. Promotion Campaigns Web Sites On-site training: Tczew Promotion Campaigns
  37. 37. Promotion Campaigns Email Signatures Med venlig hilsen Pablo Celis Civilingeniør Trafik og Veje | Teknik og Miljø | Århus Kommune Grøndalsvej 1 - 8260 Viby J Tlf. 8940 4479 - Mobil 3030 4479 - Fax 8940 4440 Mail: pace@aarhus.dk On-site training: Tczew Promotion Campaigns
  38. 38. Promotion Campaigns Transportation Calculator • Distance • Time • Expenses • Environment CO2 • Health KJ • Weight loss On-site training: Tczew Promotion Campaigns
  39. 39. Promotion Campaigns Cycle Counters On-site training: Tczew Promotion Campaigns
  40. 40. Promotion Campaigns Evaluation On-site training: Tczew Promotion Campaigns
  41. 41. Promotion Campaigns Monitoring • On going figures • Counting stations • Questionnaires • Web based surveys • Benchmarking • Broadcasting the results • Count press coverage On-site training: Tczew Promotion Campaigns
  42. 42. Promotion Campaigns How to get Started: • Small scale • Test • Show results • Improve • Ask for further financing • Up scaling --> Try and error On-site training: Tczew Promotion Campaigns
  43. 43. International workshop Improving Cycling Culture in Cities February 26th-27th, 2010 Tczew - POLAND Thank you for your attention! More information on: www.presto-cycling.eu Bremen Tczew Contact: mail@troels-andersen.dk Venice Grenoble Zagreb Promoting Cycling for Everyone as a Daily Transport Mode is supported by

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