Information for

Promotion of PT in Frankfurt am Main
Dr. Johannes Theissen
Head of European Projects Unit
Introduction (1)
Which target groups we are involving in
Public Transport (PT)?
•
•
•
•
•
•
Are this only the five „A“ (in Germany: Arme, Alte, Auszubildende,
Arbeitslose, Ausländer) or in English the „POUSI“:
P oor
O ld
U nemployed
S tudents
I mmigrants
I think that is not enough – we should offer PT for all people
Introduction (2)
I have a dream
If we will have a better PT use than we must get at first our very
important persons for using PT:
- Mayors
- Politicians
- Stakeholders and Key Decision Makers (KDM)
- CEO of public transport operators
- Well known persons from arts, sports etc.
Than we can similar successful as bike cities like Muenster (DE), there
are biking Mayor, Bishop and other KDM or like Boris Johnson in
London.
Frankfurt am Main / Germany
X
Frankfurt and its river Main: traditional & dynamic
Frankfurt am Main / Germany
Frankfurt am Main / Germany
Rhine-MainCity of Frankfurt
Region 452 towns
Area
13,379 square km
248,3 square km
Inhabitants
5,300,000
692,000
Distances
East – West 150 km
East – West 23.4 Km
Employees
2,500,000
612,000
Commuters
ca. 1,500,000
> 400,000
GDP
185 billion €
51.2 billion €
Companies
323,000
54,900
PT
passengers
662,000,000 (2010)
198.300,000 (2010: +1,4%)
+ 36,000,000 in Comm.
Trains (S-Bahn)
traffiQ marketing objectives
The following objectives are in focus for traffiQ:
» More passengers
» Commit more customers (premium / regular customers)
» Gain more new customers
» More revenue
» Elimination / alleviation of utilisation thresholds
» Improvement of the image of ÖPNV (local public
transport)
The 1st, the 2nd and the 3rd way
Information
Passenger Information
Timetables
Mobility advisory
1st
Advertisement
Promotion
Awareness Campaign
2nd
3rd
traffiQ-campaigns 2008:
information commercials
The 1st way: information
Information
Passenger Information
Timetables
Mobility advisory
…
General and different
needs of information,
advice and support
• generally information
• individually information
• individual advice
•…
We inform generally
» Timetable book
» Station plans
» Info brochures
» Night bus timetable
» www.traffiQ.de
» www.nachtbus-frankfurt.de
We inform individually
Information for …
» Visitors / tourists
» New citizens
» Migrants
Individual information, e.g.:
» Line timetables
We inform individually
Information for …
» Handicapped persons
We advise very individually
Mobility Information Centre
» Verkehrsinsel at Hauptwache
Local advice
» In Frankfurt schools
» At events / festivals
» In companies / institutions
traffiQ-Hotline: 01801 / 069 960
» Together with RMV since 2003
» Daily 24 hours
The 2nd way: promotion, advertisement
Advertisement
Promotion
Awareness Campaign
commercial
• special advertising theme
• special target groups
• product promotion
• image campaigns
• print advertising
• microsite
• audio
• cinema
• mailings
• involvement
• promotion
We advise very individually
Since 2003 traffiQ is in
cooperation with the traffic
management in Frankfurt:
The backside of a parking
violation ticket („Knöllchen“)
shows alternatives to avoid
this tickets
Rapidity of Public Transport
• PT image improvement
• Gain new customers
Apply the advantages: 2004 campaign
Public Transport is simple - multilingual
• Lower utilisation thresholds
• Gain new customers
Appeal to non-users / seldom-users: 2005 campaign
„The girl next seat!“: 2006 campaign
Target group:
Youth and students
• PT image improvement
• Gain new customers (early)
• Commit customers (of tomorrow)
See – listen – experience – take part
• Print (adverts, posters etc.)
• Promotion
• Radio
• Flirt Party
• Microsite with voting-challenge
Frankfurt 2007: to be connected
• PT image improvement
• Frankfurt PT is fast, comfortable
and uncomplicated
The 3rd way of communication
Advertising information
Promotion with immediate useful information
Awareness of direct benefit
traffiQ-campaigns 2008 / 2009
• „the short way“
• „from here to there“
Frankfurt 2008: „the short way“
• PT in the districts
• Get up! The first step to the PT
• PT is for the whole city
Frankfurt 2008: the short way
• Advertising
directly in the
suburbs and
districts
• Mailings
• Microsite
with additional
benefit
www.wir-machens-kurz.de
2008/ 2009 – „from here to there“
• useful and direct information,
where it is needed
• PT image improvement
• usage of “unknown” places and
media
“Rapidity” is the•theme:
Infotainment
• direct information and
promotion
• research and laboratory
• Unique media and
unique motives
2008 – „from here to the christmas market“
Another example:
next steps:
•The
Countdown
along the tramline
• finding
/ media
towardsnew
the places
Frankfurt
christmas market
•• co-operation
“places”, destination
directly at thewith
tramstations
•• develop
a system
entertaining
positioned
towardsofthe
street
passenger
information
forpassenger
the whole city
• at the backsides
of our
information display
2009 – „Star Trek“ 2010 – 3 Tenors
Another examples:
• cooperation with a cinema at start of Star Trek 2009 or
promotion for the Frankfurt Green Belt (“to the 3 tenors”)
2010 – „we bring the forest in the City“
Another example:
• cans with fresh air from
the Frankfurt forest
• presents for passengers
in the central metrostations
Why does traffiQ engage in marketing?
Increase of passengers
Metro
Tramway
Bus
Total
2003
95.429.000
43.225.000
35.317.000
152.570.000
2004
95.431.000
43.520.000
35.670.000
153.113.000
2005
95.075.000
43.550.000
35.747.000
152.854.000
2006
98.011.000
45.012.000
36.884.000
157.643.000
2006*)
110.809.000
47.702.000
48.270.000
186.234.000
2007
109.488.000
47.187.000
48.357.000
186.050.000
2008
112.132.000
48.470.000
49.732.000
190.858.000
2009
114.032.774
49.142.958
52.494.879
195.575.970
2010
115.758.543
49.765.843
53.192.256
198.346.880
2011
*) After 2004 und 2010 passenger survey the Frankfurt passenger numbers were changed to higher figures
205.582.124
Why does traffiQ engage in marketing?
Increase of passengers
Number of passengers 2003 - 2010
Metro
Tram
Bus
Total
250.000.000
200.000.000
150.000.000
100.000.000
50.000.000
0
2003
2004
2005
2006
2006
2007
2008
2009
2010
Why does traffiQ engage in marketing?
It pays
Thank you for your attention