1. International workshop
Improving Cycling Culture in Cities
February 26th-27th, 2010
Tczew - POLAND
Promotion Campaigns
Troels Andersen
Bremen Tczew
Cycle Traffic Planner
Denmark
Venice
Grenoble Zagreb
Presto is supported by

2. Promotion Campaigns
Main Topics
• How to develop cycle promotion campaigns.
• How to create a detailed implementation plan.
• Focus on the most cost effective way.
• Evaluation integrated in the concept
• Results all ready made in different campaigns.
Promotion Campaigns
Promotion Campaigns

3. Promotion Campaigns
Campaign Target Groups
• Small children
• School children
• Workplaces
• Recreation
• Urban city life & branding of cycling as a life style.
On-site training: Tczew Promotion Campaigns
Promotion Campaigns

4. Promotion Campaigns
Troels Andersen:
• Civil Engineer
• Traffic Planner
• Odense - Denmark's National Cycle City
• Consultant for Copenhagen, Mexico City, Oslo,
Århus and others
• Fredericia
• Chairman
On-site training: Tczew Promotion Campaigns

5. Promotion Campaigns
Mass Media Strategy:
• Positive messages
• Image
• Quality
Keywords:
• Freedom
• Mobility
• Modern life style
On-site training: Tczew Promotion Campaigns

6. Promotion Campaigns
Small children
On-site training: Tczew Promotion Campaigns

7. Promotion Campaigns
Cycle Duckie
• Motivating new cyclists
• Cycle Duckie meets you!
• Tattoos
• 5,000 children
On-site training: Tczew Promotion Campaigns

8. Promotion Campaigns
Cycle Trailers
• Free trial for 1 week.
• 10 trailers.
• 6,000 parents got the offer.
• 45% of the users used to drive a car instead.
• 2.5 times higher use
On-site training: Tczew Promotion Campaigns

9. Promotion Campaigns
School children
On-site training: Tczew Promotion Campaigns

10. Promotion Campaigns
Free Wheeling
• Competing school classes
On-site training: Tczew Promotion Campaigns

11. Promotion Campaigns
Workplaces
On-site training: Tczew Promotion Campaigns

12. Promotion Campaigns
Company Bikes
• 29 companies
• 67 bicycles
• 500 km in ½ year
= ½ price
• Average 5 km/day/bicycle
• Stimulated private cycle trips
On-site training: Tczew Promotion Campaigns

13. Promotion Campaigns
The Worst Cycle Path Ever!
On-site training: Tczew Promotion Campaigns

14. Promotion Campaigns
Get Rid of the Sack!
• Middle-aged men
• Advertisements
• Bus ends
• Go-cards to 84,000 households
• TV spots
• Meet the Sack
• 75% remember
the campaign
On-site training: Tczew Promotion Campaigns

15. Promotion Campaigns
Recreation
On-site training: Tczew Promotion Campaigns

16. Promotion Campaigns
Guided Cycle Tours
• Free
• Thematic
• Seniors
On-site training: Tczew Promotion Campaigns

17. Promotion Campaigns
Cycle Route Planner
On-site training: Tczew Promotion Campaigns

18. Promotion Campaigns
I'm Cycling to the Bakery
• “Cycle first – eat later”
• Local trips in weekends
• 32 bakeries
• Posters in the shop
• Trolley coins goes with bread
- 15,000
• 40,000 lottery coupons
• Wellness weekend – and cakes
On-site training: Tczew Promotion Campaigns

19. Promotion Campaigns
Urban city life & branding of cycling as a life style.
On-site training: Tczew Promotion Campaigns

20. Promotion Campaigns
Logo
• City identity
On-site training: Tczew Promotion Campaigns

21. Promotion Campaigns
Public Branding
On-site training: Tczew Promotion Campaigns

22. Promotion Campaigns
Public Branding
On-site training: Tczew Promotion Campaigns

23. Promotion Campaigns
Permanent Cycle Light
• Magnets in the wheel
• No batteries
• Fixed at the cycle
• 16,000 signed up
• 2,000 got free lights
• 2,000 in control group
• 98% happy cyclists
• - 32% accidents
On-site training: Tczew Promotion Campaigns

24. Promotion Campaigns
Campaign Items
On-site training: Tczew Promotion Campaigns

25. Promotion Campaigns
Rewarding Activities
• 5,000 pieces of chocolate
and apples
• Post-cards
• Competition at the web site
On-site training: Tczew Promotion Campaigns

26. Promotion Campaigns
Role Models
On-site training: Tczew Promotion Campaigns

27. Promotion Campaigns
Google Latitude
• Free
• Google Maps
• "Find your friends down town"
• Route assistance
• Data isn't logged
• Campaign
On-site training: Tczew Promotion Campaigns

28. Promotion Campaigns
Mobile Dialogue
• Cyclists happiness is crucial.
• Close and ongoing dialog with
the citizens,
cyclists and non cyclists.
• RMS (Reply Message Service)
- a new service sends questionnaires
to mobile phones.
• Virtual bridge for mass dialog.
• Viral marketing by using 'Send to a Friend'
On-site training: Tczew Promotion Campaigns

29. Promotion Campaigns
Mobile Dialogue
• Campaigns
• Events
• Voting - Hot or Not?
• Yearly cycle accounts
• Public participation
On-site training: Tczew Promotion Campaigns

30. Promotion Campaigns
Selling the Good Stories
On-site training: Tczew Promotion Campaigns

31. Promotion Campaigns
Selling the Good Stories
On-site training: Tczew Promotion Campaigns

32. Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns

33. Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns

34. Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns

35. Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns

36. Promotion Campaigns
Web Sites
On-site training: Tczew Promotion Campaigns

37. Promotion Campaigns
Email Signatures
Med venlig hilsen
Pablo Celis
Civilingeniør
Trafik og Veje | Teknik og Miljø | Århus Kommune
Grøndalsvej 1 - 8260 Viby J
Tlf. 8940 4479 - Mobil 3030 4479 - Fax 8940 4440
Mail: pace@aarhus.dk
On-site training: Tczew Promotion Campaigns

38. Promotion Campaigns
Transportation Calculator
• Distance
• Time
• Expenses
• Environment CO2
• Health KJ
• Weight loss
On-site training: Tczew Promotion Campaigns

39. Promotion Campaigns
Cycle Counters
On-site training: Tczew Promotion Campaigns

40. Promotion Campaigns
Evaluation
On-site training: Tczew Promotion Campaigns

41. Promotion Campaigns
Monitoring
• On going figures
• Counting stations
• Questionnaires
• Web based surveys
• Benchmarking
• Broadcasting the results
• Count press coverage
On-site training: Tczew Promotion Campaigns

42. Promotion Campaigns
How to get Started:
• Small scale
• Test
• Show results
• Improve
• Ask for further financing
• Up scaling
--> Try and error
On-site training: Tczew Promotion Campaigns

43. International workshop
Improving Cycling Culture in Cities
February 26th-27th, 2010
Tczew - POLAND
Thank you for your attention!
More information on:
www.presto-cycling.eu
Bremen Tczew
Contact:
mail@troels-andersen.dk
Venice
Grenoble Zagreb
Promoting Cycling for Everyone as a Daily Transport Mode is supported by