The topic of advertising on the light rail and the lack thereof, has been discussed since before the line ever opened. Many people remember the initial discussions of leaving the trains and stations free from all advertising. In early 2009, we saw the first “test run” of light rail cars being wrapped for the NBA All Star game held in Phoenix.
Funny how a little thing called a budget can change the tune of an initial policy. By February, METRO announced that they had revised their policy, just a bit. Grand Canyon University was the first to purchase a light rail wrap when advertising began on the light rail.
“The METRO Board of Directors amended the agency advertising policy to permit sales of vehicle wraps, vehicle floor decals, station wraps and station display case advertising in July 2009. METRO finalized an agreement with CBS Outdoor to sell the advertising inventory in October.”
Taking the light rail wrap a little further are the people at One Lexington. With a package that goes beyond a light rail wrap, One Lexington worked with the Martz Agency to negotiate a more complete light rail advertising package. According to one of their associates, “One Lexington, is the first to do a station domination with METRO light rail. The Washington and Central station has 4 ads from One Lexington, including a mesh banner behind the seating, 2 logoed columns on either side of the seats and 3 floor graphics on the station, which means we completely own on seating section of the station with advertising.”
Specifics of the ad campaign were: Train Wrap, Station Domination, (2) Station Kiosks, (2) Bulletin Boards (14×48), and (3) Bus Shelters.
According to METRO, they currently have 4 fully wrapped trains and can wrap 10 of their 50 vehicles.
It sounds like One Lexington feels that advertising on the light rail is “just the ticket” they needed to reach light rail riders.