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Monday, 26-11-2018

Deutsche Bahn to rely on Cybergroup for a number of further years

Cybergroup has won through with its concept for the promotional goods budget of Deutsche Bahn AG. The transport company with the largest rail network in Europe remains committed to its long-standing partner Cybergroup for a further five to seven years.

On the occasion of the DB tender, in five weeks of intensive work Cybergroup's 13-member Deutsche Bahn team developed a future-oriented marketing concept for the area of promotional goods with a total volume of more than 25 million euros. Over the past few weeks Cybergroup overcame strong competition to win the three-round Europe-wide tender with its concept and a 90-minute presentation.

 

Cybergroup has been working closely with Deutsche Bahn in the area of promotional merchandise since 2012.  Joint projects dealt with articles such as give-aways for passengers and for potential job applicants at recruiting fairs. The largest current campaign by far is the extensive range of Christmas presents for employees and customers. The trust between the partners has grown in the course of the successful cooperation, with the result that the collaboration is not only to be continued, but Cybergroup will now also take care of the BahnShop.

 

The current concept not only aims at underpinning the brand values of Deutsche Bahn, but also includes ensuring the uniform orientation of the product range and highlighting the quality standards and digital competence of the company in the form of specific products.  Sustainability as a major topic of our age and one of the most environmentally friendly means of transport is the "green thread" running through the Deutsche Bahn corporate strategy and the joint marketing concept. The planning of the corresponding products, packaging and distribution is characterised by focus on an environmentally friendly and high-quality communication of the brand message. Wide-ranging marketing measures on board the trains, in the travel centres, at events and online aim not only to tie existing customers to the brand, but also to attract new target groups.

 

After winning the tender Cybergroup is now responsible for the entire Deutsche Bahn AG portfolio. This includes the so-called 'Clickshop' for internal promotional merchandise requirements, the drop-ship business and bahnshop.de. With strong technical support, a large sales and back office team and creative design and marketing staff, Cybergroup can provide support with print advertising, its own online shop, social media activities and a customer newsletter.