Valley Metro unveiled their new train wrap advertisements on the light rail system late last month, however Arizona State University students won’t be seeing ads for the school any time soon.
Valley Metro Rail board of directors voted to change the advertising policy in July 2009 to include advertising on trains as well as display case stations in hopes of generating a new revenue stream, Metro Spokeswoman Hillary Foose said.
The newly outfitted trains have started making their rounds advertising local events from WrestleMania to NASCAR, however one glaring omission has been ASU’s participation in the advertising campaign. The light rail system served 11.3 million riders in 2009 and is a direct link that connects the downtown and Tempe campuses.
ASU does not plan on having any upcoming advertising strategy with Valley Metro Rail, said Terri Shafer, ASU’s Associate Vice President of Marketing and Communications.
“We have seen the ads and think they do a great job of getting attention,” Shafer said. “However, we have no current plans to advertise on the light rail.”
Brooke Blackburn, first year social work graduate student, said ASU’s decision to forego advertising at this time is a good one.
“ASU has one of the largest student populations in the country already, I don’t think they need any more advertising,” she said. “I do think it’s a good use of space though.”
Shafer said ASU has an advertising strategy in place already and typically doesn’t jump on campaigns simply because they are new. ASU approaches advertising with specific objectives in mind such as demographics and cost effectiveness. Although the school may look into advertising on the light rail in the future, Shafer said.
In light of the city’s economic situation, Metro agreed to adopt the new policy, which was initially established in 2003 and did not permit advertising, in an attempt to be “more innovative and forward thinking,” in their search for more revenue, Foose said.
According to the new policy, advertising is permitted on the exterior of 10 out of the 50 vehicles in the light rail fleet, as well as on half the station assets that include map cases.
Advertising can also include the interior of vehicles in the form of floor decals. Interior advertising will also allow for the installation of LCD-TV in vehicles. Foose said the change to the policy is indefinite unless the board rules to vote again on the matter.
CBS Outdoor was contracted in October 2009 as Metro’s advertising administrator and is responsible for sales and installation of the advertising wraps, although Valley Metro Rail must approve all advertisements, Foose said.
CBS Outdoor Sales Representative Phil Calihan said Grand Canyon University was the first to take advantage of the new advertising opportunity. Although ASU students make up a substantial portion of light rail ridership, the agency had not been approached by ASU for advertising space. So far, interested advertisers have ranged from condominium developers to IHOP.
Although Foose said it is too soon to speculate on what kind of revenue is to be expected, she did explain that 60 percent of net profit would go to Metro.
“It is too early to tell, but the campaign has evolved faster than anticipated, so we’re happy about that,” Foose said.
Contact the reporter at anthony.j.sandoval@asu.edu
