Deutsch > Englisch Marketing Werbung/PR Software requirements specification for advertising department

I have encountered the term "Aktionsstrasse" in an unfamiliar context in an Austrian RFP for marketing software. The writer asks for a:
"Detailkonzept (Aktionsstrasse) inkl. definiertem Angebot (Investitionen, Deadlines, Funktionen)"

I am familiar with a street full of vendors in a marketplace or event-type setting (Aktionsstrasse). However, I have never seen the word in this context. I am thinking it might be something like a campaign plan or a road to action regarding the proposal, project plan, roll-out, etc. On the other hand, it may just be the title of an Austrian newspaper insert with advertisements or something company-specific which may not even need to be translated.

Have you ever seen this term in this context? Any help would be greatly appreciated!

JulieC