Germany - Advertising and marketing services

Description

The object of the contract is 360o agency services for marketing communication Long-distance transport, corporate and regional The object of lot 1a is, in addition to consulting and support for the long-distance and regional transport sectors (central) in all communication measures in the context of image as well as product and offer campaigns, also the corporate sector. Corporate serves as the communicative basis for all business areas. In the future, these 3 areas are to be managed by one agency in order to ensure the greatest possible dovetailing of the Corporate areas with the Passenger Traffic areas in their external appearance (with the same target group of passenger traffic). Furthermore, lot 1a includes the development of a comprehensive campaign logic, which can be used for all business units depending on the main topic and supports the achievement of DB's central brand goals. Lot 1a deals with the areas with the largest budgets and links these as closely as possible. The marketing communication topics of long-distance transport make up the main budget in Lot 1a. "Lot 1b - Deutsche Bahn AG - Marketing Communication Regio (decentralised)" comprises full-service agency services for the requirements and tasks of DB Regio in the regions. This package includes the DB Regio Rail (7 Regions); S-Bahn; Regio Networks and the DB bus companies in the Regions.DB is looking for one or two full-service agency(ies) for this lot who are responsible for the above-mentioned organisational units in the Passenger Transportation Division. In this lot, the agency will work with organisational units with decentralised structures or principals who are responsible in the 7 regions of DB Regio Schiene, S-Bahn, Regio-Netze and the DB bus companies in the regions for the development of various regional communication measures such as: Image, product, travel and service communication to market public transport services.
Description of procurement:Deutsche Bahn has a fundamental concern: to get more traffic on the rails - for the climate, for people, for the economy and for Europe. Climate change and growing traffic volumes mean that rail will become increasingly important in the coming years. In order to limit global warming, a massive shift of traffic to the climate-friendly railways is necessary, among other things, and the vehicle fleet is also reaching its limits. DB is therefore investing massively in new vehicles: 120 new trains are being built for long-distance transport, 300 new locomotives for freight transport and the regional transport fleet is also to be expanded. In consultation with the responsible authorities, almost 1,000 existing vehicles will be equipped with up to twelve percent more seats. Customers want to reach their destinations quickly, smoothly and comfortably and, ideally, book tickets for different modes of transport from door to door in a single process. This means that the railways must become faster, more congested and more versatile, and need intermodal solutions, which is why one of the most important goals for the next few years is a faster pace in long-distance transport: by 2030, more than 30 German metropolises are to have direct connections twice an hour. Neighbouring cities within Europe will then be reached at hourly intervals. A further seven million people, and thus more than 80 percent of the population, will gain access to the long-distance network by connecting small and medium-sized cities at least every two hours. For booking purposes, DB will, for example, expand the DB Navigator and offer door-to-door solutions including permanent real-time data. Free WLAN will be available throughout the entire long-distance transport fleet by 2021. In addition, DB aims to double the number of long-distance passengers to over 260 million. regional transport represents the mobility portfolio of urban and rural transport - this includes the S-Bahn networks in major cities and conurbations and rail-bound regional transport in rural areas. The connection of rural regions by regional transport enables people to participate in social life, travel and reach a wide variety of destinations.passenger numbers in large cities are growing significantly. DB already transports over 5 million people daily on the 6 largest S-Bahn trains alone. The potential for congestion in road traffic is constantly increasing. The travel experience on DB AG's local rail network is improved by innovative offers such as a high-performance WLAN system; attractive, regional train portals and digital companions for everyday mobility - push information in real time, but also intelligent ticketing based on check-in/out technologies. The development of innovative space and train concepts for the individual use of commuting time will contribute to increasing the attractiveness of local transport and positioning it as an innovation driver in the local public transport sector.these topics will play an important role in marketing communication for the business segments.subject Lot 1 a:Subject of Lot 1a is, in addition to consulting and support for the long-distance and regional transport sectors (centrally) in all communication measures on the above-mentioned key topics in the context of image as well as product and service campaigns, also the corporate sector. Corporate serves as the communicative basis for all business areas. In future, these 3 areas are to be managed by one agency, so that the greatest possible dovetailing of Corporate and Passenger Transport in the external appearance (with the same target group of Passenger Transport) can be ensured. Furthermore, lot 1a includes the development of a comprehensive campaign logic, which can be used for all business units depending on the main topic and supports the achievement of DB's central brand goals. Lot 1a deals with the areas with the largest budgets and links these as closely as possible. The marketing communication topics of long-distance transport make up the main budget in Lot 1a. Deutsche Bahn has a fundamental concern: to get more traffic on the rails - for the climate, for people, for the economy and for Europe. Climate change and growing traffic volumes mean that rail will become increasingly important in the coming years. The DB Regio Business Unit is currently the largest mobility service provider in the German local transport sector and regularly competes for local transport services. Whether in conurbations, large cities or in rural areas: DB Regio offers a variety of transport services and aims to attract one billion more passengers to local transport. Building on this, the Regio Regions, S-Bahn and bus companies as well as the Regio Networks pursue other specific goals, which usually result from individual transport contracts with the responsible bodies and customers. Lot 1b: "Lot 1b - Deutsche Bahn AG - Marketing Communication Regio (decentralised)" comprises full-service agency services for the requirements and tasks of DB Regio in the regions. This package includes the DB Regio Rail (7 Regions); S-Bahn; Regio Networks and the DB bus companies in the Regions.DB is looking for one or two full-service agency(ies) for this lot, who are responsible for the above-mentioned organisational units in the Passenger Transportation Division. In this lot, the agency will work with organisational units with decentralised structures or principals who are responsible in the 7 regions of DB Regio Schiene, S-Bahn, Regio-Netze and the DB bus companies in the regions for the development of various regional communication measures such as: Image, product, travel and service communication to market public transport services.

Opportunity closing date

15 December 2020

Value of contract

to be confirmed