Awarding of advertising and marketing services for brand building and brand management of a new umbrella brand.

The AG is looking for a marketing / advertising agency as a contractual partner for the brand building and brand management of a new umbrella brand and all related advertising and marketing services. The agency should develop and implement the new umbrella brand in terms of design, publicize it in various target groups and bring about a positive change in perception through targeted image building. The long-term goal is to strengthen local public transport and to promote the change from motorized private transport to multimodal and environmentally friendly transportation.

The branding and brand management of the new umbrella brand in the different target groups should take place successively in the following years. The following steps must be taken into account:

- Strategic establishment of a new umbrella brand;

- Development and implementation of a holistic brand design for the new umbrella brand;

- Image building and maintenance;

- communication of sales issues;

- SPNV marketing with individual focus topics, e.g. B. quality, security, mobile stations;

- Sales promotion, profitable marketing, customer loyalty.

Further details and requirements can be found in Part II of the service description of the contract documents.