Decades of unsustainable price cutting, illegal and badly presented signs, add to that divisions within the bus and taxi industries, have finally been laid to rest. Thanks to a 12-month long campaign waged by The Go Transit Media Group.
The no. 1 regional transit advertising service provider in Australia, Go Transit decided to enter the Philippine market in 2008. Of the experience, Gary Greenaway, Go Transit Media Group marketing director, says, “It took about a year to unite the transport companies of the Land Transportation Franchising and Regulatory Board (LTFRB).”
The developments, indeed, a major overhaul, will enable The Philippine advertising buyer to finally have the same transit advertising opportunities available to the rest of the developed world.
Go Transit has assisted with the introduction of nationwide LTFRB-approved standardized advertisement sizing. This paves the way for easy coordinated national buys with just one phone call.
Prior to the entrance of Go Transit in the Philippine market, transit advertising lacked groundwork, providing unprofessional, bad-designed advertising outputs. That has since changed.
< width="200" vspace="5" hspace="5" height="150" border="0" align="right" alt="" src=" bus. " />Go Transit operates a similar service in the country that includes quality printing and installation, as well as dedicated bus wash teams. Every service is available immediately across Manila and throughout all provinces.
“Transit advertising needs quality,” states Greenaway. “We got all the buses and we’ve standardized sizes,” he adds.
The standardization initiative is backed up by the full and exclusive contractual support of the Philippine transport operators responsible for over 20 thousand buses and taxis whose services stretch from Aparri to Jolo.
The breakthrough sees genuine and cost effective nationwide Out-of-Home campaigns being made available for the first time. Go Transit advises all media buyers and marketing managers to familiarize the business with market potential. As Greenaway advises, “Top agencies should know better. (Right now) they don’t understand how big transit advertising is, and of the power of the medium.”
Sydney is roughly the same size as Metro Manila, with only a quarter of the population. Where in Manila, the highest transit campaign consisted of 30 buses, Sydney advertising fields 160 buses for one campaign. Clients are from major brands and businesses.
Transit advertising is highly regarded and claimed to be the fastest growing media in the world today after digital. “Any campaign in Australia starts with TV, and traditional outdoor which are transit and billboards. Transit is preferred, and takes in more money,” reveals Greenaway.
