Deutsche Bahn Strategy
How is the reach of the target group media increased? How is the perception of Deutsche Bahn - for family-friendly travel - increased? Focused marketing strategies for children's magazines and family-relevant digital media content were developed.
New service offers with interesting cooperation possibilities were explored. In order to increase the magazine reach of the LeseLOK and miniLOK, the target group address was differentiated more strongly (day-care children versus schoolchildren). The online measures included the expansion of the website "Der Kleine ICE" with a CMS as well as cooperation and competition mechanisms, the ICE portal with regard to the portfolio and an integrated annual planning in the context of other media.
The app "Der Kleine ICE" was newly developed for optimised integration in the existing media mix. Service offers (during the train journey) were expanded in terms of content and cooperation.
Client : Deutsche Bahn
Agence : KB&B - Family Marketing Experts
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