20 years of

emotional

Wiener Linien

Marketing

Martin Kalab

Plzen 2013

Wiener Linien figures

• Inhabitants 1,7 mio. (No. 7 EU)

• Passengers: 907 mio.

• Lines: 118 (bus, tram, metro)

• Annual tickets: 500.000

(40% of tickets)

• Customer satisfaction 96%

Passengers 2012

Modal share in Vienna 2012

Why PT Marketing?

Why PT Marketing?

• Is PT a monopoly market?

• Recent developments in mobility

• Longterm planning (infrastructure, vehicles, etc.)

• Targets

– Raise market share

– Change attitudes/ perception

– Sustainable behaviour change

We need a longterm Marketing strategy!

Automobile Industry goes PT

Car2go (PT by car?)

www.car2go.com

www.moovel.com

Mobility platform by

Merces Benz

Target groups in Marketing

• Owner or Procurement

Authority

• End consumers

– Customers

– Potential Customers

– Non-Costumers

Administration to Service Provider

• From mass transport to a friendly service

provider

• A human and caring Marketing strategy

• Personal caring & human touch

• = The city is yours.

Development of Logo

Up to1992 1993 - 1995

1996 - 1998

1999 - 2001

2002 - 2006 2007 -2009

From 2010

90ies

90ies

2001

Werbe Edward 2001 (Platz 3)

2002

Werbe Edward 2002 (Platz1)

2003

2006

Adgar - Anzeige des Jahres 2006 (Platz 2)

2007

Plakat des Monats März 2007, Top Citylight (Platz3) Plakat: 66 %Recognition, 23 % Impact und 47 % Gesamt-Recall (GAMA)

2008

Kampagne 2013

Marketing to loyal customers

• 500.000 annual pass holders (130.000 in 1991)

• Programms like subscription at Konzerthaus

• Coupon booklet +

Online vouchers

Individal Marketing

• Training for children and seniors

• Brochures: close to the adressed

group (layout, font size, wording)

Individual Marketing to children

Individual Marketing

• Events

Individal Marketing young people

• Party

Individual Marketing

• Event promotion

Social Media – Info on all channels

Thank you for your interest!