Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien
-
Upload
lael-hardin -
Category
Documents
-
view
37 -
download
1
description
Transcript of Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien
![Page 1: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/1.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tramway in Vienna
Martin Kalab
Marketing/Advertising
Wiener Linien
![Page 2: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/2.jpg)
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
![Page 3: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/3.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Historical Aspect
Marketing and Tram
![Page 4: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/4.jpg)
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
![Page 5: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/5.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
![Page 6: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/6.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
![Page 7: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/7.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
![Page 8: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/8.jpg)
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
![Page 9: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/9.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
![Page 10: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/10.jpg)
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
![Page 11: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/11.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Marketing and Tram
![Page 12: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/12.jpg)
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
![Page 13: Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien](https://reader036.fdocuments.in/reader036/viewer/2022062309/5681352f550346895d9c976c/html5/thumbnails/13.jpg)
Martin Kalab Marketing and Tram Florence Jan. 2008
Thank you for your attention!
Remarks or questions?