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The communication- and marketingcampaign to promote cycling in the
City of Munich
„Fietsmarketing en promotiecampagnes“Apeldoorn, 12.05.2011Wigand von Sassen
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
MIV Fahrer
Fahrrad
zu Fuß
ÖPNV
29%
10%
13%
26%22%
Source: City of Munich
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
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
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:
„In your opinion, what is it like when you cycle in Munich?“
Survey (17.09.2008)
Source: City of Munich
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 approach to promote cycling requires to not onlyimprove infrastructure and regulations, but also to implement „soft“ measures like communication and marketing.“
• 2008: Munich´s city council decides to develop and implement a bicyclemarketing‐campaign
• Budget: 2,2 Mio. € for the first 2 years
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 2010
Goals:
1. more cyclists+
2. more traffic safety
The agency consortium
• Project leader• Marketing /
communication• Creation and
realisation
• Eventmanagement• Public relations• Environmental
education
• Project management
• Financial managmement
• Innovation managmement
Theoretical background
VALUE
Visibility
Source: City of Munich
The campaign´s corporate design
(„Bike-Capital Munich“)
Source: City of 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 Aufnahmen
Source: City of Munich Source: Own Pictures
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• Test parcour for bicycles• Bikepolo competition• Etc.
Source: City of Munich
Participation
Munich´s
„Cycling-Star“
Website: www.radlstar.de
Source: City of Munich
Participation
Source: City of Munich
Participation
Source: City of Munich
Participation
• Photo‐Shootings on 25 days throughout the city
• About 1.000 participants
Source: Own Pictures
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€
Source: Own Pictures
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_player
Maximilianstr. before and after the reconstruction…
Source: Own Pictures
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: „Radlhauptstadt Team“
Source: City of Munich
„Bike‐Show‐Week“
Bike & Fashion Show
Motive „Oktoberfest“
Source: City of Munich
Conclusion
• There are lots of ways to „celebrate“ and attractively communicate thebicycle 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 comparedto financial investments in infrastructure
• Good cost – value ratio!
• But: „soft“ measures can not replace the „hardware“ but advertise andsupport a change of behaviour
• Scientific evaluation of the campaign in 2011
Thanks a lot for your attention!
Contact
Consultant / Private:
Dipl.‐Geogr. Wigand von Sassen
Fahrradverkehr
Mobilitätsmanagement
Office, City of Munich:
Kreisverwaltungsreferat, HA III/112
Verkehrs‐ und Mobilitätsmanagement
Fahrradmarketing
Theresienstr. 63
D ‐ 80333 München
Tel.: +49 ‐ (0)89 – 37 95 71 81
Mobil: +49 ‐ (0)151 – 26 96 94 67
E‐Mail: [email protected]
Ruppertstr. 19
D ‐ 80446 München
Tel.: +49 ‐ (0)89 ‐ 233 – 271 88
Mobil: +49 ‐ (0)1520 – 165 79 65
E‐Mail: [email protected]
