Putting a different spin on transit ads

Posted on November 13, 2012 by Heather Redfern - Also by this author

In a time of dwindling government funding, selling ads is an important revenue generator for transit authorities. But the advertising can be more than simply placing a car card on a bus or putting up a poster at a station — creativity can produce an “experience” for customers.

Companies and organizations advertising with Southeastern Pennsylvania Transportation Authority (SEPTA) regularly search for ways to bring paper ads to life. From Philadelphia Orchestra mini-concerts at stations to Opera Company arias on trains, these unexpected shows have received rave reviews from customers and are activities that SEPTA has welcomed on its vehicles and at its facilities.

Some advertising can bring “character” to the agency. When the stage show “How to Train Your Dragon” visited Philadelphia in September, the dragons invaded SEPTA’s Suburban Station during the morning rush hour, “attacking” commuters as they went about their routines. It was a different way to build an interest in the show — take the creatures to the parents who would be purchasing tickets for their families to attend a performance.

The most ambitious of the SEPTA interactive advertising ventures is the recently christened “Speakeasy Silverliner.” As part of the $37,000 transit-based portion of the marketing campaign for its new exhibit, “American Spirits: The Rise and Fall of Prohibition,” the National Constitution Center had the inside of a SEPTA Silverliner V railcar wrapped to resemble a 1920s gin joint named “Dewey’s.”

Through April 2013, SEPTA Regional Rail riders can be transported to the “Jazz Age” on board the car, the walls of which look as though they’ve been decorated with a deep red wallpaper, pictures and sconces; the ceiling with faux tin and crown molding. Some windows appear to be a wooden liquor cabinet, stocked with bottles. Other windows feature police officers, bathing beauties on the beach and bootleggers. An unsavory character stands at a door, knocking to get into the club while Al Capone, flappers, musicians and a bartender pouring martinis greet passengers entering the “club.” But, riders don’t need to know a secret password or special knock to get inside — they just need their SEPTA pass or ticket.

This is the first time the interior of a Silverliner V car has been covered in a full wrap.

“The Speakeasy Silverliner not only allows our customers to step back in time to the Age of Prohibition, but it also serves as a reminder that SEPTA is the way to go when visiting the Philadelphia region’s many cultural institutions,” said GM Joseph Casey.

As an added bonus for riding the train, passengers can enter to win tickets to the American Spirits exhibit by taking their photo on board the car and posting it to Twitter using #NCCSpeakeasy or to Facebook and tagging National Constitution Center and SEPTA.

In addition to the Speakeasy Silverliner’s interior, an exterior wrap with revelers inviting passengers to join the party will appear on another Silverliner V car. This marks the third time advertising has appeared on the outside of SEPTA Regional Rail train cars since Pennsylvania House Bill 1173 was signed into law last year. Proposed by State Rep. Thomas Killion, the legislation allows the Commonwealth’s public transit agencies to sell advertising on railcars’ exteriors. Previously, advertising was allowed on the outside of all Pennsylvania public transit vehicles except railcars.

“It is necessary for organizations to be resourceful to raise capital to support improvements projects,” said Casey. “Representative Killion showed great insight in introducing the legislation, giving Pennsylvania’s transit authorities another ‘vehicle’ for advertising opportunities. Our customers can look forward to future creative advertising like that of the NCC on our Regional Rail cars.”

Public transportation is lauded for its convenience. In the Midwest and on the East Coast, that convenience includes being a mobile supermarket. Peapod’s interactive posters at train stations are virtual grocery stores. By downloading an app for their smartphones, passengers can purchase groceries while riding the rails.

In Philadelphia, Peapod launched a three-month trial campaign earlier this year at 15 SEPTA Regional Rail stations. The campaign proved so successful that Peapod brought the ads back to the SEPTA stations this fall. Commuters are not only “bringing home the bacon” on their trip from work to home — they can also order it from their local Giant Supermarket on the train ride.

View comments or post a comment on this story. (0 Comments)

More Transit Dispatches Blog Posts

August 17, 2016

SEPTA Pulls Out All the Stops to Transport DNC Attendees

The recently adjourned 2016 Democratic National Convention put Philadelphia in the national — and international — spotlight once again. For the third time in four years, the Southeastern Pennsylvania Transportation Authority transported thousands of visitors to the City of Brotherly Love and its surrounding counties. As with the U.S. Open in 2013 and the World Meeting of Families and Papal Visit in 2015, public transit was a key component for all event activities.

August 2, 2016

How Will the Sharing Economy Affect Public Transit?

Everywhere, evidence reveals how we’re moving into a less-consumptive, sharing-based society. Whether it’s people’s homes, torrent files or a car ride downtown, sharing is in. As environmentally conscious and economically prudent reducers and re-users, millennials are choosing non-traditional forms of transportation. This behavior has already had a huge impact on the way the transit industry is planning for its future.

June 15, 2016

'AIM-ing' High for Succession Planning in the Transportation Industry

How do you replace the institutional knowledge and subject expertise of a 40-year employee? You do it through succession planning, which is especially necessary in the transportation industry where senior level managers often have well over 25 years’ experience.

June 8, 2016

4 Things Every Transit Leader Should Know About Their Front Line

Lao Tzu, the famous tactician and the author of "The Art of War," wrote “To lead people, walk beside them.” As leaders, we sometimes forget to step outside of our own job duties to understand the unique needs and perspective of our workforce. With the many vital roles we play each day to keep our companies running, we may think our time is too scarce to walk beside our most entry level workers. It's a belief that has resulted in many organizations’ lowered morale and catastrophic financial losses.

May 25, 2016

Changes to rolling stock rules threaten industry supply chain

In February, the FTA finalized its grant management requirements circular governing the administration and management of all FTA grant programs. This revision incorporates changes to these programs contained in both authorizations that have been enacted in recent years, the FAST Act and MAP-21. While some provisions the revised circular are welcome and needed because of enactment of these new laws, it also contains changes that are not only unnecessary but could threaten the industry’s health.

See More

Post a Comment

Post Comment

Comments (0)

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment

TruckingInfo.com

THE COMMERCIAL TRUCK INDUSTRY’S MOST IN-DEPTH INFORMATION SOURCE

Work Truck Magazine

The number 1 resource for vocational truck fleets

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

LCT Magazine

Global Resource For Limousine and Bus Transportation

Please sign in or register to .    Close