The Emscher-Lippe region, like all other urban conurbations, faces profound challenges. In order to achieve the climate targets in Germany, especially against the background of the targeted reduction of CO2 emissions, private transport in Germany must be significantly reduced. The measures taken so far in the transport sector are not sufficient to achieve the set climate protection targets. In the case of a change in traffic, public transport is of central importance.

The purpose of this is to develop a communication strategy to support regional traffic change.

Development of a communication strategy to support regional transitions, taking into account the following objectives and framework conditions:

Objective of the communication strategy

Qualitative targets:

- Creating positive awareness among policy-makers by 2022,

- a forward-looking urban planning through prioritization of public transport.

Quantitative goals:

- increase in passenger numbers to 70 million by 2027,

- Increase the number of subscribers to 65 000 to 2027,

- Increase the modal split of public transport in all cities by 30% by 2030.

Target groups:

- policy makers,

- Traffic planner in the region.

Expectations of the contractor:

Based on the task, the contractor will present a concept with one to two guiding principles as well as a concrete action plan. We expect suggestions that are appropriate

- to achieve the qualitative and quantitative goals,

- initiate the social discourse on public transport as the sustainable mobility in the region,

- to convey the message "public transport is an important part of a modern urban development policy",

- to generate sympathy with the target groups

- to achieve the active involvement of the target groups in the campaign,

- to provide positive feedback with appropriate decisions from policy makers.

The concept to be developed must include time and implementation planning as well as a complete, specified cost estimate. The production of the media and external services must be provided by the agency.

To submit an offer, the agency will designate a specific person as project leader and the project team. During the project the agency has the following tasks:

- Documentation of the entire campaign process,

- creation of logs, to-do lists, budget plans,

- Controlling the schedules and budget plans,

- coordination and scheduling of all necessary measures,

- Control of all external producers and service providers.

In the case of placing an order, this specification is a binding part of the order. Upon commissioning, all rights of use of the images, motifs and ideas used are transferred without restriction to the Vestische.

Project start, duration and budget

Time schedule:

- Start of the project 1.6.2019

- Campaign period 1.9.2019 to 31.12.2021

Budget:

Conception, graphic / text, production, media, miscellaneous altogether a maximum of 200 000 EUR

Eligibility criteria:

The provider must have successfully implemented comparable orders (implementation of communication strategies including measures for the target group of political decision makers) within the last 3 years. For this purpose, references from the relevant target groups, stating the principal (address and name of the contact person with telephone number), the approximate order volume and a brief description of the content must be submitted.