Radlhauptstadt Marketing Campaign

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  • 1. The communication- and marketingcampaign to promote cycling in the City of Munich „Fietsmarketing en promotiecampagnes“ Apeldoorn, 12.05.2011 Wigand von Sassen
  • 2. Introduction: cycling in Munich• Modal share in 2002: 10%• Modal share in 2008: 14%  bicycletraffic has increased by 40 % within 6 years Fahrrad MIV Mitfahrer 10% zu Fuß 13% 29% 26% 22% MIV Fahrer ÖPNV Source: City of Munich
  • 3. Introduction: cycling in Munich• The infrastructure has constantly been improved – New cycle lanes and new signposting system (350 km) – New cycle‐parking facilities – 30% of all oneway‐streets opened for contraflow cycling (goal: 50% in 2015) – Munich´s bicycle network is about 1.200 km long Source: City of Munich
  • 4. Introduction: cycling in Munich• July 2009: new bicycle‐masterplan – New staff in traffic departments (11 people responsible for cycling) – Triplication of the budget (1,5  4,5 Mio. € /a) – Ambitious goal for the future: bicycle‐share of 20% in 2015 – Start of the marketing‐campaign Source: City of Munich
  • 5. Introduction: cycling in Munich• Most cyclists are satisfied with the existing bicycle traffic system• 72% consider cycling in Munich to be good or excellent Survey (17.09.2008) Question: „In your opinion, what is it like when you cycle in Munich?“ Source: City of Munich
  • 6. Bicycle and communication• The bike still has an image‐problem• Important reason: unprofessional communication• But every product, that wants to be succesful, needs professional  marketing and communication (example: car)• Velo‐city conference 2007 in Munich. One of the central messages was: „A comprehensive approach to promote cycling requires to not only A comprehensive promote cycling not only improve infrastructure and regulations, but also to implement „soft“  measures like communication and marketing.“• 2008: Munich´s city council decides to develop and implement a bicycle marketing‐campaign• Budget: 2,2 Mio. € for the first 2 years
  • 7. Preparation• Europe‐wide call for tenders  62 applications• Intensive selection process  supported by external bicycle‐ and  marketing‐experts• Assignment: 16. march 2010• Start of the campaign: 23. april 2010Goals: 1. more cyclists + 2. more traffic safety
  • 8. The agency consortium• Project leader • Eventmanagement • Project • Marketing /  • Public relations management communication • Environmental  • Financial • Creation and  education managmement realisation • Innovation  managmement
  • 9. Theoretical background VALUE Visibility Source: City of Munich
  • 10. The campaign´s corporate design („Bike-Capital Munich“) Source: City of Munich
  • 11. Visual introduction of the campaign Source: City of Munich
  • 12. Visual introduction of the campaign Source: Own Pictures
  • 13. Visual introduction of the campaign Source: Own Pictures
  • 14. Visual introduction of the campaign Source: City of Munich
  • 15. Products Source: City of Munich
  • 16. Print Products Source: City of Munich
  • 17. Print Products Source: City of Munich
  • 18. The starting events Quelle: eigene Aufnahmen Source: City of Munich Source: Own Pictures
  • 19. The starting events Source: Own Pictures
  • 20. The starting events Source: helios.bz
  • 21. The starting events Source: Tageszeitung (TZ)
  • 22. The starting events „Bicycle spring market“: • Bicycle traders • Test parcour for bicycles • Bikepolo competition • Etc. Source: City of Munich
  • 23. Participation Munich´s „Cycling-Star“ Website: www.radlstar.deSource: City of Munich
  • 24. Participation Source: City of Munich
  • 25. Participation Source: City of Munich
  • 26. Participation• Photo‐Shootings on 25 days throughout  the city• About 1.000 participants Source: Own Pictures
  • 27. Participation Source: City of Munich
  • 28. Participation• Online‐Voting on www.radlstar.de Source: City of Munich
  • 29. Participation • Award show in front of the cityhall • Munich´s first Cycling‐star wins 4.000€ Source: Own Pictures
  • 30. Participation
  • 31. „Bicycle‐Safety‐Checkpoint“ Source: Own Pictures
  • 32. „Bicycle‐Safety‐Checkpoint“ Source: Own Pictures
  • 33. „Safety‐Joker“ Source: Own Pictures
  • 34. „Safety‐Joker“ Source: Own Pictures
  • 35. Homepage: www.radlhauptstadt.de Welcome, to join us on facebook...
  • 36. The Bicycle Film Festival Munich Source: City of Munich
  • 37. Infrastructural improvementsFilmclip: http://www.youtube.com/watch?v=E0vPQ2A3g4g&feature=youtube_gdata_playerMaximilianstr. before and after the reconstruction… Source: Own Pictures
  • 38. Infrastructural improvements Source: Own Pictures
  • 39. Infrastructural improvements Source: Own Pictures
  • 40. Infrastructure Branding: Bicycle Counter Source: City of Munich
  • 41. Young people• Important target group in 2011• Special activities: ‐ Bandcasting ‐ Schooltour safety‐check ‐ Film: „Radlhauptstadt Team“ Source: City of Munich
  • 42. „Bike‐Show‐Week“
  • 43. Bike & Fashion Show
  • 44. Motive „Oktoberfest“ Source: City of Munich
  • 45. Conclusion• There are lots of ways to „celebrate“ and attractively communicate the bicycle as a modern, urban means of transport• Marketing‐campaigns can help to invent a real „bicycle‐culture“• Campaign costs 0,7 € per citizen per year  quite low costs compared to financial investments in infrastructure• Good cost – value ratio!• But: „soft“ measures can not replace the „hardware“ but advertise and support a change of behaviour• Scientific evaluation of the campaign in 2011
  • 46. Thanks a lot for your attention!
  • 47. Contact Consultant / Private: Office, City of Munich: Dipl.‐Geogr. Wigand von Sassen Kreisverwaltungsreferat, HA III/112 Fahrradverkehr Verkehrs‐ und Mobilitätsmanagement Mobilitätsmanagement Fahrradmarketing Theresienstr. 63 Ruppertstr. 19 D ‐ 80333 München D ‐ 80446 München Tel.: +49 ‐ (0)89 – 37 95 71 81 Tel.: +49 ‐ (0)89 ‐ 233 – 271 88 Mobil: +49 ‐ (0)151 – 26 96 94 67 Mobil: +49 ‐ (0)1520 – 165 79 65 E‐Mail: wigand.von.sassen@gmx.de E‐Mail: wigand.von.sassen@muenchen.de