`4. Analyse bestehender City-Marketing-Aktivitäten in Wien

1. Inhaltsverzeichnis:

4.1.Einleitung

4.2. Der Wiener Wirtschaftsförderungsfonds (WWFF) in enger Kooperation mit dem Presse- und Informationsdienst (PID) der Stadt Wien

4.3 Der Wiener Tourismusverband (WTV)

4.4 Die Zukunft des City-Marketing in Wien

2. Inhaltsverzeichnis zu 4.2:

4.2.1 PID

4.2.2 WWFF

3. Inhaltsverzeichnis zu 4.3.:

4.3.1 Vorstellung des WTV

4.3.2 Angebot des WTV

4.3.3 Großveranstaltungen und Sonderprojekte

4.3.3.1 Vienna in Concert (1988-92)

4.3.3.2 Vienna Creativa (1993/94)

4. The analyses of existing city-marketing aktivities in Vienna

4.1 Introduction

Looking for a general city-marketing concept in Vienna it was found out, that there is no common institution that coordinates the separate activities of all interest groups.

Because of the fact that city-marketing is practised by many institutions in various dimensions, this report handles only the question which efforts the town Vy the question which efforts the town Vienna makes to improve its position in the parts of economy and tourism.

To commercialise Vienna a high education level and a well network of infrastructure etc.... is needed. All these are existing, non -coordinated city-marketing activities which should be mentioned in an analyses but the gaining of this information was impossible due to bureaucracy.

It was also impossible to include the political decisions which are also effecting town-marketing in Vienna.

4.2 The Wiener Wirtschaftsförderungsfonds (WWFF) in cooperation with the Presse- und Informationsdienst (PID) (press- and information agency) of the town Vienna.

4.2.1 PID

The PID is a department which is in charge of cityhall-reporting. It is responsible for the public relations work, conducting events and presenting direct information to the public. The news agency includes the department "news-service", which is responsible for the "city-hall-correspondency" and the supply of the Austrian Press Agency with important news of the Vienna local government politics.

In order of the mayor and the council the PID organises about 300 press-conferences annualy and presents therefore press-information and photos. In the creative-sector the planning of the public-relations-work and the development of advertising-strategies and campaignes is made.

To inform the public directly, leam the public directly, leaflets about land utilisation and traffic activities are given to them.

4.2.2 WWFF

The WWFF was founded in 1982 and is a non-profit foundation administrated by the "city-administration", the "Sozialpartner" and two banks. One of its main tasks is to support all investors who are interested in a Viennese location by providing special services. Additional advices are free of charge and include the suggestion of locatíons, supports to find a qualified locality, information about questions of law as well as the support for constructing an optimal finance-plan.

Moreover, the WWFF possesses a great number of sites which are sold to production-, trading- and service companies at reasonable conditions. For foreign companies the WWFF has a special service and supports the investor in cases involving authorities. The town Vienna also founded several attractive sponsorships, offered by the WWFF, to help the economy

Beside the special services of the WWFF the great "Wirtschaftspotential (economic potential) of Vienna" (from culture and stability to its geographical position, which makes Vienna to the most important intersection of East and West) is another advertising factor.

The WWFF advertises also in newspapers and provides special services to send interested companies information-leaflets about the services of the foundation.

s of the foundation.

The adresses of these interested companies and of the firms that participated Viennese presentations abroad are stored in an adresspool and are provided regularly with the newest information.

One of the main future tasks of the WWFF is to strenghten the economic location of Vienna by a technology- and structure offensive as well as increased efforts at big events.

Special services of the WWFF:

Special services of the WWFF include:

Company setups (that means that the WWFF offers sites for sale)

The WWFF has a certain amount of sites and offers a wide variety of them. There are three different ways to raise a company-location:

locations in the classic outskirts of the town

reactivated industrysites in valuable downtown locations

as well as selected sites in the framework of large citybuilding projects

An example: The settlement of companies on the Brünner Straße. On the area of the former Floridsdorfer engine factory an "economic-park" with 26 enterprises was built providing 1500 jobs.

Since 1982 the.

Since 1982 the WWFF was able to settle more than 500 domestic and foreign companies in Vienna. In this period also more than 3 million squaremeters could be sold or arranged for sale. The primary aim of the WWFF is to increase the number of service companies as well as production-enterprises providing environmental and "futuresafe" technologies.

In the framework of settlement of companies more than 32700 jobs could be created. Therefore the settled enterprises invested 23 billion schillings.

Economic promotion (this means that the WWFF is responsible for promotion activities of the Viennese city-administration)

The WWFF is the first accommodation adress for promotions of Vienna and also provides information about other promotion-activities. The range includes about 50 promotion actions from supports concerning setting up companies to promotions concerning technology and innovations.

There are four different kinds of promotion:

Actions to improve the structure and environment:

Depending on the number of employees of the companies these actions grant building subsidies for production-, research- and trading proposes amounting to 5 - 10 % of the cost of purchase of a site as well as for the purchase of existing objects, planing- and advisingfacilities.

Innovation-Campaign: Vienna grants subsidies for innovative products. For expenses in the a. For expenses in the areas of research and development subsidies amounting up to 30% (30 billion ATS) are granted.

Programs to support qualified employees: For companies (they have to have existed for at least 2 years) which want to absorb new employees in the area of the functinal sevices sector (research, export, organisation) subsidies for personnel costs are granted to the amount of 35% for 2 years (but not more than 0,6 billion ATS). One of the restrictions is, that the company must not employ more than 100 employees.

Campaign C-Tech: For the first introduction or for the qualitative enlargement of computer aided technologies for technical internal company affairs there are also subsidies granted.

40% (but not more than 300.000 ATS) of the costs in the finance and development phase and 30% (but not more than 1 billion ATS) in the investion phase. Two of the restrictions are thaictions are that the company has to exist for at least 2 years and must not employ more than 250 employees. 213 companies got subsidies in the amount of 115 billion ATS. The volume of the invested capital of the companies amounts to 440 billion ATS. Researches led to the conclusion, that only 35 companies would have made this investments without this subsidies.

Constantly there are new subsidy-programms developed. At present there is a program to improve the efficiency and the ability to participate in the economic competition of small and medium companies. Subsidies for purchasing PC's, copy- and fax- devices are granted.

For each company a suitable programm for the promotion is developed. The WWFF was able to help more than 5.300 firms in this way. The expenses of Vienna for these promotions amounts to 1.630 billion ATS.

Advices for companies and law-consultation (the WWFF helps in questions concerning and involving authorities and other matters)

The WWFF provides services and advices for companies which are interested in investing in Vienna. This services start in the planning phases where contacts to the authorities are established. For foreign companies there are special services where the WWFF represents the interest of the companies at local authorities. Since the day when the WWFF was found more than 24.000 companies could be givompanies could be given advices.

Vienna's economic potential:

Some of the main factors of Vienna's economic potential are:

Schools (1993):

Vienna's population (in the age over 15) and their school education (1,5 billion)

In addition to german teaching schools in Vienna there are:

Quality of life and sports (1993)

49,6 % of Vienna's area is classified as meadowland. 17% of the area is covered with forests and is therefore one of the european towns with the largest amount of forests. Additionaly there are more than 2404 ha nature reserves. The "Donauinsel" (island in the stream Danube) and other areas of the Danube became recreation centres. On an area of 533 ha ground and 389 ha water there are many possibilities to relax or to do sports (canoe-schools, surf-schools, climbing-, sailing-, and diving schools, bathing beaches, restaurants, and so on).

Vienna is also famous for its art and culture, dozens of theatres, about 100 cinemahalls, about 80 museums, concerts, the Vienna Staatsoper and the famous performances of the Spanish-Riding-School.

Rent for offices and personnel costs in international comparison(1992)

1. Officerents: Due to the fall of the communism in the eastern part of europe, the rise in employment in the services trade and the rise in the needed area per employee, new house building is forced. The need for offices (the anually needed area for offilly needed area for offices amounts to 150.000 sqm) can be fully met. In the european market for real estates Austria ranks below the average prices for properties. For well situated sites you have to pay per month and sqm:

in

2. personnel costs: International comparisons show, that there was a recognizable rise in the personnel costs. Nevertheless in Austria you have to pay 25% less personnel costs than in Germany (although the level and the qualification of the employees and workers is about the same).

Personnel costs in the processing industry (1992, per working hour, in ATS)

Infrastructure (1993)

In Austria there are about 3,6 billion telephone connections (973.100 of them in Vienna). A network of 37.000 km in streets and motorways exists for transportation (east-west connections as well as the very important north-south connections). In Vienna the road-network amounts to 2.760 km. 6.000 km rails and 400 km shipping routes complete the transportation-infrastructure of Vienna.

In 1993, 117.000 arrivals and departures were counted onvals and departures were counted on the Vienna Airport 'Wien-Schwechat`. 7,2 million passengers, 99 billions of freight and 8 billions of mail could be transported in this period. Airplanes leave Vienna daily, flying to the most important centres of the world. The flying times are:

One of the main advantages of Wien-Schwechat is that this airport is not under too great a strain and so the times of departures and arrivals could be kept to time without any problems.

Sozialpartnerschaft (1992)

Because of strikes, only 8 working days were lost per 1000 inhabitants annualy (USA 37, Germany 61 days). The reason for this phenomena and for the social and economic stability is the "Sozialpartnerschaft"- a cooperation between the organisations of the employers and employees.

Further indications for the good working Sozialpartnerschaft are the low inflation rate (average 3,6 %, OECD-europe 5,9 %) and the low unemployment rate (average 6,8 %, OECD-europe 10,6 %).

political stabilitypolitical stability (1993)

The practiced systeme of the "Soziale Marktwirtschaft" as well as the political stability are two of the main reasons for the good economy. In view of the circumstances of the worldwide recession and the political and economic targets a economic growth of 3% can be expected in 1995. Growths in the export market can also expected (mainly to the USA and to former communistic countries). Mainstays of the national growth are private consumption (+2 %) and residential building. The inflation rate dropped from 3,6 % to 3,1 % in 1993.

Because of the close economic relationship with Germany (40 % of the exports) the problems in the steel- and car producing industries affected also the economy in Austria. The predicted economic growth in Germany amounts to 1,8 % in 1994, whereas the economy will grow about 2,5 % in Austria.

The "Hartwährungspolitik" (stability of the value) of the Austrian Schilling (increase in value of 3,3 % in 1992/93) proves the high economic power of Austria.

trade relations (1993)

Countries of the OECD, the EU (66 % export, 67 % import) as well as eastern european countries were the most important nations for Austrias trade relations.

On top of these countries were

Intersection of East and West(1993)

Vienna's role as an international trading centre dates back to the time when Vienna was the centre of the Austrian-Hungarian Monarchy.Therefore Austria has a successful business relation with the former commecon countries. The good business- and finance- conections with this states never ended (despite of the different political systems) and helped therefore to strengthen Vienna's role as an intersection of east and west with a excellent know how.

future tasks of the WWFF:

Strengthening Vienna's competition ability in the new Europe will be the main task. Especially in the fields of product development and to support new technologies there are special programms like

· Quality control and development of new products ( up to 50 % of the external advising costs and up to 30 % of the personnel costs are paid for product development programms (but not more than 600.000 ATS) and subsidies up to 350.000 are paid for companies promoting quality control.

· as well as numerous programms for promoting innovations and new technologies

Making Vienna more crisis-proof will be one of the targets too. Therefore marketargets too. Therefore marketing activities will be improved in the future (mainly in Germany, Switzerland, GreatBritain and the Benelux-states).

Big Events:

Annually the WWFF organizes 1 to 2 big events. The WWFF tried (and is still trying) to gain investors for Vienna in Asia and organized therefore the presentation in Tokyo (1992) an the world property market in Hongkong and Singapure (1993).

The carrying out of such a big event can be shown with the presentations in New York and Chicago in 1994

A lot of time for the preparations requires a lot of time in the follow-up-treatments (achievig that is one of the weak points).

4.3 WTV - Vienna Tourist Board

4.3.1 Introduction of the WTV:

The WTV is an organisation of the several states for tourism. The main tasks of the WTV is the promotion of the tourism, tourism-advertising as well as assistance in tasks concerning the tourism of Vienna.

The association is leaded by the tourism committee, consiting of the president and 17 members. The members are elected by several political institutions (the provincial government, the `Kammer der gewerblichen Wirtschaft für Wien', the 'Kammer für Arbeiter und Angestellte für Wien'und der 'Wiener Landwirtschaftskammer"). The activities of the WTV are also political influenced and controlled.

In 1994 there were revenues in the height of 160 billion ATS whereas more than 50 % were contributed by a special tax ('Ortstaxe'). Contributions in the height of 30 % came from Vienna and 4 % from the 'Wiener Wirtschaftskammer'.

4.3.2 Services of the WTV:

There are five information centres of the WTV, providing answers to nearly every question, leaflets in twelve languages, and the service of room-reservation. They are located in

Additionally there are several campaigns for example the campaign in 1992/93 where the most friendliest man and woman of Vienna were searched for. Or another campaign where the environmental protection of the hotels in Vienna was examined. This campaign led to the conclusion that the hotels are highly motivated to protect the environment.

There are several publications every year, for example

For promotion tasks of Vienna, the WTV provides also 'classic advertisement'like

Posters:

at home as well as abroad. 1993 there was a campaign in the subway stations in Tokyo with the slogan "Great art. Great history. Welcome to Vienna". The posters showed tourist attractionss showed tourist attractions in Vienna in comparison with japaneese tourist attractions. Other poster with the slogan "Music-Town Vienna" were also published in european towns.

Brochures:

Vienna Scene Journals: Events, exhibitions, outstanding music and theater performances as well as other seasonal offers are presented in this journal, with booking addresses and other useful hints.

Young Scene: especially for young visitios; the cheap beds, the sausage stands, the alternative sightseeing, the meeting places of young people and a lot of other practical, detailed information.

Meeting and Convention Guide: Containing full information for convention and meeting organizers: conference centers, imperial meeting facilities, convention hotels and specialized agencies for the organization and operation - with all details.

4.3.3 Big Events and special projects

Big events as well as special projects are promoted by the WTV worldwide which build up several cliches but provide also unknown (or at least non well known) informations about this town. The broad masses should be addressed with these programms.

The next two examples will give you a little information about the activities in the recent time.

4.3.3.1. Vienna in Concert (1988-92)

4.3.3.2. Vienna Creativa (1#4.3.3.2.">Vienna Creativa (1993/94)

4.3.3.1. Vienna in Concert
(1988-92)

The Vienna in Concert exhibition showed a 56 meter long and 2.5 meter high panoramic painting that focuses on the major composers and performers who have lived in the Austrian capital and made it an outstanding musical center.

Other noteworthy personalities and a few imaginary characters connected with these major musicians have also been included. One is Falco, the Austrian pop star whose song "Rock Me Amadeus" hit the top of the charts in the mid 1980s. Another is Papageno, a character from Mozart's opera "The Magic Flute".

To put the musicians into their historical context, it was also necessary to portray the influential personalities of various eras, e.g. Maria Theresia, unter whose reign the city and its musical life flourished.

This panoramic painting is in fact only one picture. In the following only one part of this whole picture is taken to give you an impression:

Wolfgang Amadeus Mozart (1756 - 1791) and Napoleon Bonaparte (1761 -1821) are shown in front of the Schönbrunn Palace, with which both are closely associated. Mozart was a child prodigy who brought the Viennese Classical style to ist height. He gave a command performance for Maria Theresa at Schönbrunn Palace when he was only six. Napoleon entered Vienx. Napoleon entered Vienna and took up residence in Schönbrunn Palace twice after defeating Austrian armies, once in 1805 and again in 1809. He married Marie Louise, the daughter of the Austrian Emperor, in 1810. Ludwig von Beethoven is seated at far right, angrily turning away from Napoleon, who strides confidently toward Schönbrunn. An ardent admirer of the French Revolution, Beethoven dedicated his "Eroica" Symphony to Napoleon but withdrew that honor when Napoleon crowned himself Emperor of France, thus betraying the ideals of the revolution. At the far left is Papageno, a comic character from Mozart's opera "The Magic Flute". Seated on the baroque balustrade, asking Mozart for an autograph, is Falco, Austria's major pop export of the 1980s whose song "Rock Me Amadeus" made the bestseller charts around the world. While Papageno irreverently sits on the ground in front of his creator, Falco does not let his feet touch the same ground as the man who is regarded as the most universal composer in the history of music.

In contrast to the natural countryside behind Falco, the plalace is bordered by a formal baroque garden that breaks off to the right into the gently rolling hills and unsculptured trees of the landscape gardening favored during the age of Romanticism that followed the upheaval of the Napoleonic Wars.

Beethoven is credited with extending the Viennese classical tradition inherited from Haydn and Mozart, and is and Mozart, and is considered to be the central figure of musical development in the 19th and early 20th centuries. The importance of Mozart's music remains undiminished in the 20th century, but Beethoven's music was so revolutionary technically that it ushered in a new musical era - much like the impact of the compact disc and laser technology on the art of recording music today.

4.3.3.2. Vienna Creativa
(1993/94)

Vienna Creativa is a common portrayal of Vienna with typical accents on typical Vienna actings.

In this overture pictures of Vienna are shown which characterise many illusions of this town, but also supply proof of the truth. A point of view which shows the cliches as well as the hided reality and truth. For example the "Wiener Sängerknaben". They are wildly acclaimed as the lovely and brave boys but in reality they have to work extreme hard to achieve these best performances. Another example is Maria Theresia worldwide known as a mother of 16 children. You hardly hear that she was a very wise woman and was able to reform the administration and to strengthen Austrians position despite of defeats.

subdivision into theme groups:

4.4 Future of the City-Marketing in Vienna

In the future Vienna shall be presented better abroad. For this reason a City-Marketing-Society was founded which main task is to coordinate the foreign activities of the several political institutions and the tourism-society.

The "town-foreign-policy" will be taken over by a special society called "Stadtentwicklung, Stadtplanung und Außenbeziehungen der Stadt Wien". Bigger activities will be possible in the near future like a presentation in Zurich at the end of March as well as the opening of a "Vienna-office" in Brüssel. There will be a better coordination of all activities in foreign countries. Another possibilty would be the improvement of existing activities abroad with other Vienna-activities (for example the Vienna-ball in NY).

Additionaly there should be more information about banks, taxes and services in the advertising. In the USA, Vienna should be more promoted instead of the several companies of Vienna.