Denver transit sells ads

“Rolling billboards”

Jon Boyd, Aug 19, 10.

The Denver Regional Transportation District (RTD) is now selling advertisements on its railcars and buses, reports the Denver Post:

“RTD is very excited to have this revenue source,” said RTD spokeswoman Daria Serna. “We’ve tried looking at creative sources with the hard economic times.”

The ads are made of vivid and colorful vinyl film and leave the car’s signature design intact. The largest ads cover the entire side of a light-rail car — each 88 feet long — and 10 percent of each window. For safety, ads cannot be placed on the bays in the car’s front and back.

Lamar Advertising of Baton Rouge, La., has sold bus ads for RTD for more than 10 years.

The firm’s initial contract to arrange and implement advertising for light-rail cars is for three years. RTD’s share of revenue is set at $500,000 for 2010, $1.2 million in 2011 and $1.6 million or 60 percent of net sales for 2012, whichever is greater, Serna said.

(Photo credit: Denver RTD)

Frank Bullock, general manager for Lamar’s Thornton office, said the monthly rate for a full- side ad per car is $4,900, excluding production.

Each ad draws in more advertisers, and retention of initial advertisers has been high, Bullock said.

Advertisers using the format have included McDonald’s Corp., the Denver Art Museum, Glenwood Hot Springs and Target.

“So far, we’ve received great feedback that the ads are surprising, colorful, vibrant and fun,” said Kristy Bassuener, senior communications manager for the Denver Art Museum. The ad for the “Tutankhamun: The Golden King and the Great Pharaohs” exhibition will run until early October.

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