radlhauptstadt marketing campaign

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: wigand.von.sassen@gmx.de

Ruppertstr. 19

D ‐ 80446 München

Tel.: +49 ‐ (0)89 ‐ 233 – 271 88

Mobil: +49 ‐ (0)1520 – 165 79 65

E‐Mail: wigand.von.sassen@muenchen.de