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Nadine Mather and Chloë Loubser
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Bus ferry carries Ekurhuleni brand
The eight airport buses used to ferry passengers between the OR Tambo International Airport's (ORTIA) various car parks and the terminal buildings, will carry the Ekurhuleni Metropolitan Municipality branding, it was announced by Indiza Media, a subsidiary of Primedia Outdoor, on Friday, 4 September 2009.
Indiza contracted the media rights from ORTIA by tender in October 2008.
"Ekurhuleni's branding stands out 24/7 on the exclusive 'mobile' platforms, in the car parks, on the concourses and between the terminal buildings," says Mzi Deliwe, sales and marketing executive, Primedia Outdoor and MD of Indiza Media. Each bus runs between 5 and 15 minutes intervals, depending on how busy the airport is and are visible to 'meeters and greeters'.
ORTIA's foot traffic includes a monthly audience of 2.9 million, incorporating 420,000 people in vehicles utilising the car parks and 135,000 vehicles parking where consumers board transport to relevant terminals. "Ekurhuleni is enjoying a massive target audience, with sufficient dwell time on their hands to understand and absorb the advertising message," adds Deliwe.
"If calculations assume an average of two passengers per vehicle, the buses transport about 270,000 passengers per month, one way. If you further assume that the same number of passengers return to their vehicle using the same bus, an estimated 540,000 passengers are exposed to the message monthly," concludes Deliwe.
