Recall that the NRC appointed B2YB to manage the commercial utilisation of its assets – within and around railway terminals, on coaches and on the right of way. B2YB mandate includes, the design, fabrication, installation, marketing and management of advertising spaces/opportunities in/on all NRC property across Nigeria.
In a joint statement, NRC and B2YB described the advertising platform as the easiest, fastest and most effective way brands can reach out to their target audience. “Railway Advertisement platform is a fairly unique way through which brands can achieve a very high visibility in a considerably short time.”
It added that brands’ branded materials will be displayed at strategic locations at the railway terminals and other strategic places, “The Railway Advertisement platform specialises in attracting consumers on the move, especially, the otherwise hard-to-reach commuters and members of targeted communities, as it helps to reach masses. The unit was designed brilliantly to grab the attention of a lot of travellers.”
Speaking at the official launch, Director of Operations, NRC, Niyi Alli, while giving an update of the corporation’s progress report and plans said, “Nigeria Railway Corporation is aimed at reducing traffic on the road because the passenger’s rate are growing, so this is an avenue to reduce passengers stress.”
He also stated that “currently, NRC conveys 15,000-20,000 daily but we are aiming for 100,000 daily.”
He said: “We are aiming towards having four stations enroute Lagos-Ibadan, having four return trips which would make it eight times daily.”
Commenting on the impact of the new advertising platform on the country’s economy, Managing Director, B2YB, Temitope Ayanbade, said the firm is a young brand helping brands to connect with their consumers. The excitement is that it can never be over emphasized that presently, Nigeria railway can be likened to what we have in the advanced western world like the US, UK and Dubai and we are very excited about what is happening now.”
He stated further that the opportunities are so enormous for brands who take advantage of the platform, noting that safety is the major concern for Nigerians.
Buttressing the opportunities for brands to connect and engage their consumers through the platform, he explained that “Advertising is a game of numbers; we want to tap into where the eyeballs are. There are immersing opportunities for brands to come and leverage numbers that we have here.”
Speaking on the branding opportunities, Temitope said brands can take advantage of the interior branding of the train; exterior branding of the train; station branding comprising various Assets/Furniture including vicinity of railway tracks, railway crossings, and various railway property offering OTS (Opportunity To See); ticket branding; digital advertising (online and mobile platforms); Video and audio to play adverts among others.
“There is opportunity for in-coach and out coach branding, there are opportunities around the terminal where you can have point of sale, opportunity to try brand engagement and visibility for your brand as well,” he said.
He explained further that it is currently giving 20 per cent discount to brands that patronize their platform, “The opportunities are enormous, there is opportunity for us to also have first comer advantage, at the moment, we are giving 20 per cent discount because we are new in this business our rate are so discounted at the moment.”
