THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Wednesday, August 30, 1995 TAG: 9508300507
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY MAC DANIEL, STAFF WRITER
DATELINE: NORFOLK LENGTH: Medium: 58 lines
You may now ride inside an ad.
Tidewater Regional Transit on Tuesday unveiled its latest foray into the future - a gargantuan advertisement smothering an entire bus.
It is such a change from TRT's traditional blue-and-white transports that one woman was heard to ask: ``Is that really one of our buses?''
TRT's first ``illustrated bus'' promotes the Nov. 23 premiere and five-week engagement of ``The Phantom of the Opera'' at Chrysler Hall. Adorned with a glossy picture of the masked Phantom, it will travel and advertise throughout the region.
The windows appear painted over. However, thanks to a newfangled material, riders and drivers can see out.
TRT, which recently survived a federal cutback of about $1.2 million and imposed its second fare increase in five years, hopes the ``mobile mural'' will enhance dwindling revenue.
The bus ads cost $1,500 a month and between $7,000 and $9,000 to produce. Plans are already under way for more.
Jack Gordon, of P&C Media, the firm handling the promotions, was beside himself at the unveiling.
``It is probably the greatest thing that has ever happened in advertising,'' he said.
TRT will receive half the revenue generated by the buses, and the advertising contract guarantees TRT $150,000 over five years. Gordon said that if the idea takes off, that guarantee could triple as soon as next year.
TRT has agreed to illustrate 25 buses. Next in line are buses for a local Jeep dealership (complete with chrome wheels and a spare tire painted on the back of the bus) and a tax service, which will feature giant IRS 1040 tax forms transforming into dollars.
This method of advertising represents the first time TRT has sought to fill its coffers without asking riders or local cities for aid.
PENTRAN, the Peninsula's public transportation agency, has been using illustrated buses since 1984. PENTRAN's executive director, Michael S. Townes, credited the painted buses with being one of the catalysts in PENTRAN's success. The agency hasn't had to go to city officials for additional funding since the program began, he said.
``Amen,'' said James C. Echols, outgoing executive director of TRT. ``It'll help. It's not going to overcome the need for fares and funding, but it'll help.'' ILLUSTRATION: Color photo
BILL TIERNAN/Staff
Portsmouth Mayor Gloria Webb was among local city and business
leaders who gathered for a look at TRT's ``illustrated bus.''
by CNB