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Radlhauptstadt Marketing Campaign
1. The communication- and marketing
campaign to promote cycling in the
City of Munich
âFietsmarketing en promotiecampagnesâ
Apeldoorn, 12.05.2011
Wigand von Sassen
4. Introduction: cycling in Munich
⢠July 2009: new bicycleâmasterplan
â New staff in traffic departments (11 people responsible for cycling)
â Triplication of the budget (1,5 ď 4,5 Mio. ⏠/a)
â Ambitious goal for the future: bicycleâshare of 20% in 2015
â Start of the marketingâcampaign
Source: City of Munich
6. Bicycle and communication
⢠The bike still has an imageâproblem
⢠Important reason: unprofessional communication
⢠But every product, that wants to be succesful, needs professionalÂ
marketing and communication (example:Â car)
⢠Veloâcity conference 2007 in Munich. One of the central messages was:
âAÂ comprehensive approach to promote cycling requires to not only
A comprehensive promote cycling not only
improve infrastructure and regulations, but also to implement âsoftâÂ
measures like communication and marketing.â
⢠2008: Munich´s city council decides to develop and implement a bicycle
marketingâcampaign
⢠Budget: 2,2 Mio. ⏠for the first 2 years
7. Preparation
⢠Europeâwide call for tenders ď 62 applications
⢠Intensive selection process ď supported by external bicycleâ andÂ
marketingâexperts
⢠Assignment: 16. march 2010
⢠Start of the campaign: 23. april 2010
Goals:
1. more cyclists
+
2. more traffic safety
41. Young people
⢠Important target group in 2011
⢠Special activities:
â Bandcasting
â Schooltour safetyâcheck
â Film:Â âRadlhauptstadt Teamâ
Source: City of Munich
45. Conclusion
⢠There are lots of ways to âcelebrateâ and attractively communicate the
bicycle as a modern, urban means of transport
⢠Marketingâcampaigns can help to invent a real âbicycleâcultureâ
⢠Campaign costs 0,7 ⏠per citizen per year ď quite low costs compared
to financial investments in infrastructure
⢠Good cost â value ratio!
⢠But: âsoftâ measures can not replace the âhardwareâ but advertise and
support a change of behaviour
⢠Scientific evaluation of the campaign in 2011