1. Martin KalabMarketing and TramFlorence Jan. 2008 Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien

2. Martin KalabMarketing and TramFlorence 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

3. Martin KalabMarketing and TramFlorence Jan. 2008 Historical Aspect Marketing and Tram

4. Martin KalabMarketing and TramFlorence 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

5. Martin KalabMarketing and TramFlorence Jan. 2008 Marketing and Tram

6. Martin KalabMarketing and TramFlorence Jan. 2008 Marketing and Tram

7. Martin KalabMarketing and TramFlorence Jan. 2008 Marketing and Tram

8. Martin KalabMarketing and TramFlorence 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

9. Martin KalabMarketing and TramFlorence Jan. 2008 Marketing and Tram

10. Martin KalabMarketing and TramFlorence 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

11. Martin KalabMarketing and TramFlorence Jan. 2008 Marketing and Tram

12. Martin KalabMarketing and TramFlorence 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

13. Martin KalabMarketing and TramFlorence Jan. 2008 Thank you for your attention! Remarks or questions? martin.kalab@wienerlinien.at