Ranking up branding

e.tv teamed up with ComutaNet to enhance the Randburg Taxi Rank with exclusive e.tv branding, so much so that the rank has become commonly known as the e.tv Rank. As an advertiser, e.tv holds the rights to brand destination summary boards, lane destination signage, perimeter branded beading, corporate billboards, benches and dustbins.

The exercise not only reinforces the branding but also displays useful information on the variety of programmes the channel offers, emphasising that 'You've arrived when you tune into e.tv'.

Currently two popular shows ('Let's Fix It' and 'Great Expectations') are being promoted at this rank. "Since we first embarked on branding the Randburg Taxi Rank almost a year ago, it has proven a huge success for e.tv," comments Michelle Kirby, e.tv marketing manager.

"When visiting the rank recently, commuters responded positively to the fact that e.tv has branded the rank," she adds. "The added awareness of our programmes has also been achieved since the rank was branded. This is certainly a successful form of branding for e.tv and we will definitely continue our relationship with ComutaNet and Randburg Taxi Rank."

"There are approximately 70 000 commuters passing through this rank daily," explains Brian Lindquist, sales and marketing director of ComutaNet. "This effectively allows e.tv to create 1.5 million impacts each month."