To combat significant funding deficits, the Madison Metro transit system introduced fully wrapped bus advertisements in March. So far, the buses have been running for two months and have driven thousands of dollars into the company.
""These buses are something completely different and unexpected from what people have seen before and will be very effective,"" said Michelle Reddington, account executive for the advertising agency responsible for the campaign, Adams Outdoor Advertising.
Chuck Kamp, general manager for Madison Metro, said he hopes this campaign will prevent Madison Metro from having to resort to less attractive options. ""We clearly don't want to raise fairs or cut service,"" Kamp said.
Since 1995, the Madison Metro transit system has had significant budget cutbacks, resulting in an approximately $4 million reduction in revenue over the course of 12 years. Madison Metro has also suffered as a result of the surge in diesel prices over the past five years.
In the past, Madison Metro has typically responded by raising fares and relying on local municipalities to provide funding. However, Madison Metro has decided to advertise on its buses to help offset its funding crisis.
""One way to deal with the funding gap is to find new sources of revenue and advertising on the exterior of buses is one way to do that,"" Kamp said.
Currently, Madison Metro averages nearly one million riders per month. The Transit and Parking Commission has approved a pilot program that would allow for the exterior space of 15 fully wrapped buses to be sold to advertisers. The exterior of such buses are, as the name implies, completely wrapped with advertising. Each advertisement costs $3,600 annually.
""The windows are covered, however, riders may easily see outside through the special vinyl material,"" Kamp said.
Fully wrapped advertisements from Dejope Gaming and Einstein Wireless can be seen on buses around the city. Eight other buses have also been sold to advertisers.
Julie Maryott-Walsh, Metro Transit's marketing and customer services manager, said the 15 buses will not be assigned to any particular route, but ""will likely be part of the UW route structure.""
She said the buses are randomly assigned to their route at the bus depot, so any Madison Metro bus route could be using a fully wrap buses, including the 80, 81, and 82 routes, which are exclusively bound to the UW-Madison Campus.
Wrapped buses are considered a very effective means to advertise. Using such buses is ""a tried and true advertising method that has been tried in many other cities,"" Kamp said.
