The communication- and marketingcampaign to promote cycling in the         City of Munich       „Fietsmarketing en promoti...
Introduction: cycling in Munich• Modal share in 2002: 10%• Modal share in 2008: 14%     bicycletraffic has increased by 4...
Introduction: cycling in Munich• The infrastructure has constantly been improved   – New cycle lanes and new signposting s...
Introduction: cycling in Munich• July 2009: new bicycle‐masterplan   – New staff in traffic departments (11 people respons...
Introduction: cycling in Munich• Most cyclists are satisfied with the existing bicycle traffic system• 72% consider cyclin...
Bicycle and communication• The bike still has an image‐problem• Important reason: unprofessional communication• But every ...
Preparation•   Europe‐wide call for tenders  62 applications•   Intensive selection process  supported by external bicyc...
The agency consortium•   Project leader      •   Eventmanagement    •   Project •   Marketing /         •   Public relatio...
Theoretical background                         VALUE         Visibility                                 Source: City of Mu...
The campaign´s corporate design                          („Bike-Capital Munich“)                                          ...
Visual introduction of the campaign                                      Source: City of Munich
Visual introduction of the campaign                                      Source: Own Pictures
Visual introduction of the campaign                                      Source: Own Pictures
Visual introduction of the campaign                                      Source: City of Munich
Products           Source: City of Munich
Print Products                 Source: City of Munich
Print Products                 Source: City of Munich
The starting events                                                    Quelle: eigene                                     ...
The starting events                      Source: Own Pictures
The starting events                      Source: helios.bz
The starting events                      Source: Tageszeitung (TZ)
The starting events                      „Bicycle spring market“:                      • Bicycle traders                  ...
Participation                                Munich´s                         „Cycling-Star“                          Webs...
Participation                Source: City of Munich
Participation                Source: City of Munich
Participation• Photo‐Shootings on 25 days throughout   the city• About 1.000 participants                                 ...
Participation                Source: City of Munich
Participation• Online‐Voting on www.radlstar.de                                     Source: City of Munich
Participation                • Award show in front of the cityhall                • Munich´s first Cycling‐star wins 4.000...
Participation
„Bicycle‐Safety‐Checkpoint“                              Source: Own Pictures
„Bicycle‐Safety‐Checkpoint“                              Source: Own Pictures
„Safety‐Joker“                 Source: Own Pictures
„Safety‐Joker“                 Source: Own Pictures
Homepage: www.radlhauptstadt.de            Welcome, to join us on facebook...
The Bicycle Film Festival Munich                                   Source: City of Munich
Infrastructural improvementsFilmclip: http://www.youtube.com/watch?v=E0vPQ2A3g4g&feature=youtube_gdata_playerMaximilianstr...
Infrastructural improvements                               Source: Own Pictures
Infrastructural improvements        Source: Own Pictures
Infrastructure Branding: Bicycle Counter                                           Source: City of Munich
Young people• Important target group in 2011• Special activities:  ‐ Bandcasting  ‐ Schooltour safety‐check  ‐ Film: „Radl...
„Bike‐Show‐Week“
Bike & Fashion Show
Motive „Oktoberfest“                       Source: City of Munich
Conclusion• There are lots of ways to „celebrate“ and attractively communicate the  bicycle as a modern, urban means of tr...
Thanks a lot for your     attention!
Contact  Consultant / Private:               Office, City of Munich:  Dipl.‐Geogr. Wigand von Sassen      Kreisverwaltungs...
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Radlhauptstadt Marketing Campaign

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Radlhauptstadt Marketing Campaign

  1. 1. The communication- and marketingcampaign to promote cycling in the City of Munich „Fietsmarketing en promotiecampagnes“ Apeldoorn, 12.05.2011 Wigand von Sassen
  2. 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. 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. 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. 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. 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. 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. 8. The agency consortium• Project leader • Eventmanagement • Project • Marketing /  • Public relations management communication • Environmental  • Financial • Creation and  education managmement realisation • Innovation  managmement
  9. 9. Theoretical background VALUE Visibility Source: City of Munich
  10. 10. The campaign´s corporate design („Bike-Capital Munich“) Source: City of Munich
  11. 11. Visual introduction of the campaign Source: City of Munich
  12. 12. Visual introduction of the campaign Source: Own Pictures
  13. 13. Visual introduction of the campaign Source: Own Pictures
  14. 14. Visual introduction of the campaign Source: City of Munich
  15. 15. Products Source: City of Munich
  16. 16. Print Products Source: City of Munich
  17. 17. Print Products Source: City of Munich
  18. 18. The starting events Quelle: eigene Aufnahmen Source: City of Munich Source: Own Pictures
  19. 19. The starting events Source: Own Pictures
  20. 20. The starting events Source: helios.bz
  21. 21. The starting events Source: Tageszeitung (TZ)
  22. 22. The starting events „Bicycle spring market“: • Bicycle traders • Test parcour for bicycles • Bikepolo competition • Etc. Source: City of Munich
  23. 23. Participation Munich´s „Cycling-Star“ Website: www.radlstar.deSource: City of Munich
  24. 24. Participation Source: City of Munich
  25. 25. Participation Source: City of Munich
  26. 26. Participation• Photo‐Shootings on 25 days throughout  the city• About 1.000 participants Source: Own Pictures
  27. 27. Participation Source: City of Munich
  28. 28. Participation• Online‐Voting on www.radlstar.de Source: City of Munich
  29. 29. Participation • Award show in front of the cityhall • Munich´s first Cycling‐star wins 4.000€ Source: Own Pictures
  30. 30. Participation
  31. 31. „Bicycle‐Safety‐Checkpoint“ Source: Own Pictures
  32. 32. „Bicycle‐Safety‐Checkpoint“ Source: Own Pictures
  33. 33. „Safety‐Joker“ Source: Own Pictures
  34. 34. „Safety‐Joker“ Source: Own Pictures
  35. 35. Homepage: www.radlhauptstadt.de Welcome, to join us on facebook...
  36. 36. The Bicycle Film Festival Munich Source: City of Munich
  37. 37. Infrastructural improvementsFilmclip: http://www.youtube.com/watch?v=E0vPQ2A3g4g&feature=youtube_gdata_playerMaximilianstr. before and after the reconstruction… Source: Own Pictures
  38. 38. Infrastructural improvements Source: Own Pictures
  39. 39. Infrastructural improvements Source: Own Pictures
  40. 40. Infrastructure Branding: Bicycle Counter Source: City of Munich
  41. 41. Young people• Important target group in 2011• Special activities: ‐ Bandcasting ‐ Schooltour safety‐check ‐ Film: „Radlhauptstadt Team“ Source: City of Munich
  42. 42. „Bike‐Show‐Week“
  43. 43. Bike & Fashion Show
  44. 44. Motive „Oktoberfest“ Source: City of Munich
  45. 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. 46. Thanks a lot for your attention!
  47. 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
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