marketing and tramway in vienna martin kalab marketing/advertising wiener linien
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Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien. Marketing and Tram. Wiener Linien - facts Vienna 1.6 million inhabitants Wiener Linien operates metro, tram and bus 8,000 employess; about 800 million passengers p.a. 961km of line length; 4,538 stops - PowerPoint PPT PresentationTRANSCRIPT
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tramway in Vienna
Martin Kalab
Marketing/Advertising
Wiener Linien
Martin Kalab Marketing and Tram Florence Jan. 2008
Wiener Linien - facts• Vienna 1.6 million inhabitants• Wiener Linien operates metro, tram and bus
8,000 employess; about 800 million passengers p.a.• 961km of line length; 4,538 stops• Tram network: 227km line; 181km tracks; 1,435mm• Position in Europe: 3rd behind Berlin and Cologne• Vehicles: 382 old plus 278 trailers and 152 low floor
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Historical Aspect
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Recent
• Old (charm, tradition, memories) vs. new (easy accessible, air condition, ecological, safety)• Corporate Design vs. Advertising Space• Ultra low floor tram (19cm access height)• Tradition is a big asset for Marketing (“our tram”) – strong identification!
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Dynamic Passenger Information• Based on an extensive network of real-time radio-transmitted information from bus and tram (sender on each vehicle, receiver at every stop)• Actually 400 screens at important bus/tram hubs (800 by 2012)• Departure monitor on the website: gives real-time departures of a chosen stop
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Implications on the City
• Rents for shops near stops rise significantly (especially for emotional purchase – paper shops, snacks, presents)• The surrounding of tram stops is designed by urban planning – no direct influence of Wiener Linien• Intermodal connections (free bicycle, train, P&R)• Discussion about historic districts (overhead line,…)
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Ticket Integration
• All tickets are valid for all transport modes in Vienna• Annual Ticket (hassle free use, pay 10 ride 12 months, additional services)• Success factors: network (high frequencies, extensive, good vehicles), easy to use, tradition, loyalty programme, price• Classical printed tickets (machine-printed increase)
Marketing and Tram
Martin Kalab Marketing and Tram Florence Jan. 2008
Thank you for your attention!
Remarks or questions?