Marketing and Tramway in Vienna
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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

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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 bus8,000 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

Historical Aspect


Marketing and Tram

  • 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


Marketing and Tram


Marketing and Tram


Marketing and Tram

  • 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


Marketing and Tram

  • 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


Marketing and Tram

  • 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)


Thank you for your attention!

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