- CLIENT
- ÖAMTC
- SECTOR
- Mobility
- SCOPE
- CMS · DAM · eCommerce
- SINCE
- 2014
The ÖAMTC - 25 Digitalization Projects for Austria's Largest Mobility Club.
strg.at:~$init --driven-by-humans --supported-by-ai
More than 2 million members rely on ÖAMTC services — from traffic safety to travel, leisure, and general mobility questions. Since 2014 we have walked this digital journey with the club and are now its central partner for all digital projects.
- 25
- Digital projects delivered
- 2 M
- Members in the club
- 12
- Backend systems integrated
- ÖZV 2024
- Award for „auto touring“
About the client
A mobility club with two million members
ÖAMTC is well known across Austria. With around 2 million members it is the largest motorist club in the country. Today, ÖAMTC is in fact a mobility club, with services and offerings increasingly aligned around sustainable mobility. Internationally, the closest comparison is ADAC in Germany. Around 3,000 employees deliver a wide range of mobility-related services. Trust in the club runs deep in Austrian society.
Structurally the club is a federation of seven regional associations, with Vienna, Lower Austria, and Burgenland combined into a single one. ÖAMTC is funded exclusively through membership fees and revenue from its subsidiaries — it receives no public subsidies.
01The challenge
From a high-reach print magazine to a digital mobility product — across seven regional associations, twelve upstream systems and two million members.
02The approach
A shared styleguide, a central DAM on STRG.cms and channel front-ends in Vue.js — the path "from content to service to product".
03The outcome
25 digital projects, a doubling of online bookings and the 2024 ÖZV award for "auto touring".
The first project
autotouring.at — the 2014 relaunch
The journey together began in 2014. ÖAMTC asked us to help develop a strategy for autotouring.at. The goal: bring more topics into the magazine and help the wider organisation build an image as a mobility club. In print, auto touring reaches 2.8 million people in Austria — making it the largest magazine in its category.
Together with the autotouring team we worked out a detailed concept. The relaunch went live the same year. The editorial team had a tool with which they could use 1,400 different article combinations for storytelling. The technical foundation was our semantic STRG.cms platform. Feedback on the way we worked, and on the results, was very strong — readers loved it.
On the back of that delivery, we became the central partner for all of the club's digital projects in 2015.
Partnership
25 projects and a shared styleguide
To date we have delivered 25 projects for the organisation — from internal knowledge management to the club's classic B2C portals. ÖAMTC is acutely aware of the radical change mobility will undergo in the next 10–15 years. That shift had to be reflected in the outbound communication strategy. We built services that secure the club's central role in the future to come.
To keep a unified tone across many projects, we developed a general styleguide that serves as the foundation for all subsequent concepts. We ran extensive workshops and drove planning together with the editorial teams of the individual sections, presenting the path "from content — to service — to product" at every level. This editorial advisory work combined with a unified graphic definition accelerated all later projects.
We also integrated the travel agency into the content layer, so that personalised, context-aware offers surface everywhere on the site. That doubled online bookings and noticeably strengthened the e-commerce share. The system was widely adopted and is now the central information and communication platform.
Through the ÖAMTC projects we have shown just how large a digital infrastructure our entire technology stack can carry.
The architecture
Central DAM built on STRG.cms
The system we built for ÖAMTC is probably the most complex instance we have ever delivered with STRG.cms and our entire technology stack. The CMS acts as a central Digital Asset Management layer for all digital content — from the classic but very "playful" auto-touring articles, through every point of interest, to the assembled knowledge base and the products in the e-commerce tier. Every piece of content can be linked and reused across sub-projects. User management connects via interfaces to a central member registry and keeps data continuously synchronised. GDPR was a top priority and every process is modelled accordingly.
In each section's portal admin, editors can step into most workflows and user journeys themselves. A WYSIWYG editor supports automated and manual content population. The system integrates 12 upstream systems via bidirectional interfaces. To deliver content out of the DAM we built a proprietary content API that lets the entire stack operate headlessly. Front-ends have been built with Vue.js since 2016, giving the system a much stronger application character and enabling distributed deployments. Given its overall size, ÖAMTC runs its own data centre where every service is hosted.
Front-end stack
Vue.js, channels, and a dedicated styleguide
Building on the central DAM, the channel concept lets us spin up self-contained front-ends for the club's various brand and topic worlds. The shared styleguide ensures the brand is experienced consistently — and gives engineering the frame to stand up new touchpoints quickly.
Impact
What the partnership moves
- 25
Digital projects
From knowledge management to the B2C portals.
- 2 M
Members in the club
Rely on ÖAMTC's services.
- 12
Upstream systems integrated
Tied to the DAM via bidirectional interfaces.
- 2×
Online bookings
Through personalised, context-aware offers.
Award
ÖZV Award 2024 — Member magazine
At the 31st Austrian Media Days, the Verband Österreichischer Zeitschriften und Fachmedien honoured journalists across several categories — and named the best member magazine of the year: ÖAMTC "auto touring".
Closing
From pure content to product.
Through the ÖAMTC engagements we have shown how large a digital infrastructure our entire technology stack can serve — and how deeply our team is able to absorb a partner's needs. Many of our people are perceived today as part of the ÖAMTC team, and the feedback from colleagues at the club is consistently great. At the 2024 media days, "auto touring" won the Austrian Magazine Association (ÖZV) award.
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