Dipl.‐Geogr. Wigand von Sassen

1. The communication- and marketing
campaign to promote cycling in the
City of Munich
„Fietsmarketing en promotiecampagnes“
Apeldoorn, 12.05.2011
Wigand von Sassen

2. 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
10%
zu Fuß
13% 29%
26%
22%
MIV Fahrer
ÖPNV
Source: City of Munich

3. 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

4. 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

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
Survey (17.09.2008)
Question:
„In your opinion, what
is it like when you
cycle in Munich?“
Source: City of Munich

6. 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 promote cycling 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
• Budget: 2,2 Mio. € for the first 2 years

7. 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

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

9. Theoretical background
VALUE
Visibility
Source: City of Munich

10. The campaign´s corporate design
(„Bike-Capital Munich“)
Source: City of Munich

11. Visual introduction of the campaign
Source: City of Munich

12. Visual introduction of the campaign
Source: Own Pictures

13. Visual introduction of the campaign
Source: Own Pictures

14. Visual introduction of the campaign
Source: City of Munich

15. Products
Source: City of Munich

16. Print Products
Source: City of Munich

17. Print Products
Source: City of Munich

18. The starting events
Quelle: eigene
Aufnahmen
Source: City of Munich Source: Own Pictures

19. The starting events
Source: Own Pictures

20. The starting events
Source: helios.bz

21. The starting events
Source: Tageszeitung (TZ)

22. The starting events
„Bicycle spring market“:
• Bicycle traders
• Test parcour for bicycles
• Bikepolo competition
• Etc.
Source: City of Munich

23. Participation
Munich´s
„Cycling-Star“
Website: www.radlstar.de
Source: City of Munich

24. Participation
Source: City of Munich

25. Participation
Source: City of Munich

26. Participation
• Photo‐Shootings on 25 days throughout
the city
• About 1.000 participants
Source: Own Pictures

27. Participation
Source: City of Munich

28. Participation
• Online‐Voting on www.radlstar.de
Source: City of Munich

29. Participation
• Award show in front of the cityhall
• Munich´s first Cycling‐star wins 4.000€
Source: Own Pictures

30. Participation

31. „Bicycle‐Safety‐Checkpoint“
Source: Own Pictures

32. „Bicycle‐Safety‐Checkpoint“
Source: Own Pictures

33. „Safety‐Joker“
Source: Own Pictures

34. „Safety‐Joker“
Source: Own Pictures

35. Homepage: www.radlhauptstadt.de
Welcome, to join us on facebook...

36. The Bicycle Film Festival Munich
Source: City of Munich

37. Infrastructural improvements
Filmclip: http://www.youtube.com/watch?v=E0vPQ2A3g4g&feature=youtube_gdata_player
Maximilianstr. before and after the reconstruction…
Source: Own Pictures

38. Infrastructural improvements
Source: Own Pictures

39. Infrastructural improvements
Source: Own Pictures

40. Infrastructure Branding: Bicycle Counter
Source: City of Munich

41. Young people
• Important target group in 2011
• Special activities:
‐ Bandcasting
‐ Schooltour safety‐check
‐ Film: „Radlhauptstadt Team“
Source: City of Munich

42. „Bike‐Show‐Week“

43. Bike & Fashion Show

44. Motive „Oktoberfest“
Source: City of Munich

45. 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

46. Thanks a lot for your
attention!

47. Contact
Consultant / Private: Office, City of Munich:
Dipl.‐Geogr. Wigand von Sassen Kreisverwaltungsreferat, HA III/112
Fahrradverkehr Verkehrs‐ und Mobilitätsmanagement
Mobilitätsmanagement Fahrradmarketing
Theresienstr. 63 Ruppertstr. 19
D ‐ 80333 München D ‐ 80446 München
Tel.: +49 ‐ (0)89 – 37 95 71 81 Tel.: +49 ‐ (0)89 ‐ 233 – 271 88
Mobil: +49 ‐ (0)151 – 26 96 94 67 Mobil: +49 ‐ (0)1520 – 165 79 65
E‐Mail: wigand.von.sassen@gmx.de E‐Mail: wigand.von.sassen@muenchen.de