Pattison Outdoor And OC Transpo To Introduce New Services
Gail Chiasson, North American Editor
Following a competitive RFP process, Pattison Outdoor and Ottawa’s OC Transpo have renewed a 10-year transit advertising contract that will now see the introduction of a ‘next vehicle arrival system’, consisting of digital displays in the city’s Transitway stations, as well as some additional new ad format options for advertisers.
Under the contract, OC Transpo receives a portion of all revenue for advertising placed on Pattison’s ad products.
The ‘next vehicle arrival system’ is being developed OC Transpo and will be implemented by Pattison. Testing is expected to start later this year and plans call for it to be fully operational in 2014. Knowing exactly when a bus will arrive in the Transitway stations provides an added benefit to riders.
One of the new options for advertisers will be large murals on OC Transpo’s new fleet of 75 double-decker buses. Some of these buses were on the roads last October and most will be available for advertising this spring.
Also new for advertisers will be the opportunity for “station domination” which means an advertiser can literally take over a Transitway station for a given period with a multitude of advertising messages.
“Transit advertising offers local businesses a very cost efficient way to reach a city-wide audience, build awareness and drive customers to their doors,” says Frank Wilson, Pattison’s sales manager for Ottawa/Eastern Ontario. “The double-decker bus murals should be a hit with clients because it is the only large-format outdoor advertising option available in the market.”
“We have enjoyed a great working relationship with OC Transpo and the City of Ottawa since 1999,” says Bob Leroux, vice-president and general manager of Pattison’s Central Region, “We are pleased to be able to continue this partnership. Pattison is the largest provider of Transit Advertising in Canada, offering advertisers and agencies unparalled Transit advertising coverage from coast to coast.”
OC Transpo estimates approximately 370,000 people ride its transit system daily.