Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien
20 years of Marketing · Wiener Linien Marketing Martin Kalab Plzen 2013 . Wiener Linien figures...
Transcript of 20 years of Marketing · Wiener Linien Marketing Martin Kalab Plzen 2013 . Wiener Linien figures...
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!