The communication- and marketing campaign to promote cycling in the city of Munich Hep Monatzeder, Patrick Kofler, Wigand von Sassen

Transcription

1 The communication- and marketing campaign to promote cycling in the city of Munich Hep Monatzeder, Patrick Kofler, Wigand von Sassen

2 Alternative für Titelfolie (eigenes Layout) The communicationand marketing campaign to promote cycling in the City of Munich Hep Monatzeder (City Mayor of Munich) Patrick Kofler (helios agency) Wigand v. Sassen (City of Munich)

3 Introduction: cycling in Munich The City of Munich has 1.4 Mio. residents Additionally the city has daily commuters Cycling in Munich has a long tradition Munich s development- and traffic planning follows the motto: compact urban green More than 60% of all distances travelled are shorter than 5 km Therefore, the bike is the ideal means of transport in Munich More than 80% of all residents have at least one bicycle The communication- and marketing campaign to promote cycling in the city of Munich

4 Introduction: cycling in Munich Modal share in 2002: 10% Modal share in 2008: 14% bicycletraffic has increased by 40 % B a sis: W ege, A usw er tun g nach Ha uptverkeh rsm ittel, ohn e W irtsch aftsve rke hr, P er sonen ab 0 J ahren Mi D-Aufsto ckung L an des hau ptstad t M ünch en nach Zielpunkt des Weges Stadt München Altstadt Fahrrad Innenstadtrandgebiete 18% MIV Mitfahrer 10% 13% zu Fuß 40% 25% 9% 9% 7% 29% 16% 41% 26% 11% äußere Stadtbezirke 24% außerhalb Münchens 22% MIV Fahrer 12% ÖPNV 23% 6% 31% 13% 13% 40% 26% 18% 18% The communication- and marketing campaign to promote cycling in the city of Munich rundungsbedingte Abweichungen unter / über 100 Prozent möglich

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 Question: Survey : In your opinion, what is it like when you cycle in Munich? The communication- and marketing campaign to promote cycling in the city of Munich

6 Introduction: cycling in Munich The infrastructure has constantly been improved New cycle lanes and signposting system New cycle-parking facilities 30% of all oneway-streets opened for contraflow cycling (goal: 50% in 2015) Munich s bicycle network is about km long The communication- and marketing campaign to promote cycling in the city of Munich

7 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 The communication- and marketing campaign to promote cycling in the city of Munich

8 Bicycle and communication The bicycle still has an image-problem Important reason is unprofessional communication But every product, that wants to be succesful, needs professional marketing and communication (example: car) The Velo-city conference 2007 stimulated discussions on bicycle promotion in the city of Munich...

9 From vision to reality - Velo-city 2007 One of the central messages was: A comprehensive approach to promote cycling requires to 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 The campaign Radlhauptstadt München is part of the new masterplan Cycling in Munich Budget: 2,2 Mio. for the first 2 years

10 The bicycle campaign Europe-wide call for tenders 62 applications Intensive selection process supported by bicycle- and marketing-experts Assignment: 16. march 2010 Start of the campaign: 23. april 2010 Goals: 1. more cyclists + 2. more traffic safety

11 The agency consortium Project leader Marketing / communication Creation and realisation Eventmanagement Public relations Environmental education Project management Financial managmement Innovation managmement

12 Theoretical background VALUE Visibility

13 The campaign s corporate design ( Bike-Capital Munich )

14 Visual introduction of the campaign

15 Visual introduction of the campaign

16 Visual introduction of the campaign

17 Products

18 Print Products

19 Print Products

20 The starting events Quelle: eigene Aufnahmen

21 The starting events Short video clip of the Radlnight... (1 min.)

22 The starting events Bicycle spring market : Bicycle traders Test parcour for bicycles Bikepolo competition Etc.

23 The starting events

24 Participation Munich s Cycling-Star Website:

25 Participation

26 Participation

27 Participation Photo-Shootings on 25 days throughout the city About participants

28 Participation

29 Participation Online-Voting on

30 Participation Award show in front of the cityhall Munich s first Cycling-star wins Short video clip of the award show... (1 min.)

31 Bicycle-Safety-Checkpoint

32 Bicycle-Safety-Checkpoint

33 Safety-Joker

34 Safety-Joker

35 The Bicycle Film Festival Munich

36 Infrastructural improvements

37 Infrastructural improvements

38 Infrastructural improvements Example: Filmclip about the Maximilianstr. Short video clip... (1 min.)

39 Homepage: Welcome, to join us on facebook...

40 Outlook ideas for 2011 Infrastructure-Branding : Bicycle counter Pumpstation Bicycle parking racks Etc.

41 Outlook ideas for 2011

42 Outlook ideas for 2011

43 Outlook ideas for 2011

44 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 Short video clip of the campaign... (1 min.)

45 Thanks a lot for your attention!

46 2 Ergänzungsfolien (hinter Folie 2) Falls BM Monatzeder noch etwas weiter ausholen möchte, warum Marketing wichtig und sinnvoll ist...