Metro News Release
For immediate release: April 4, 2006
Motion picture-like advertisements debut in Metrorail tunnels
Travel Channel and Lincoln/Mercury are first to purchase tunnel ads
Metrorail riders traveling from Metro Center to Gallery Pl-Chinatown or Gallery Pl to Judiciary Sq will see Metro’s first tunnel advertisements today on the Red Line. The ads look like mini-motion pictures to riders looking out of the windows.
The Travel Channel, part of Discovery Networks US, and Ford Motor Company are the first the first two companies to advertise on Metro tunnel walls.
The advertising displays in the tunnels are a series of static images that appear to move as a train rolls by. Riders will see what looks like a 15-second, silent motion picture.
Submedia, LLC, developed the technology for the “moving” tunnel advertisement displays. The company’s patented system for the in-tunnel advertising technology was inspired by the 19th century circular children’s toy called a zoetrope.
“We are excited to be here and look forward to entertaining riders during their commute,” said Submedia CEO Peter Corrigan.
“These ads will generate an important source of income for Metro that we plan to use to improve service for our riders,” said Metro Assistant General Manager for Customer Communications Leona Agouridis. “We’re excited to see this new form of advertising in our tunnels and hope it makes the ride a little more entertaining for our passengers.”
In-tunnel advertising is expected to generate $100,000 this fiscal year and $700,000 next year.
Metro plans to use the advertising revenue on customer enhancements such as bomb-containment trash cans, a telephone-based Spanish language Trip Planner, a remote monitoring system for the Passenger Information Displays, a new sales and service center and new signs for busy rail stations.
Tunnel advertising is one element of a series of advertising initiatives including ATMs in Metrorail stations, wrapped trains and buses, and video monitors on buses and trains designed to generate non-passenger revenue.
Between Metro Center and Gallery Pl-Chinatown on trains headed toward Glenmont, riders will see a man being pulled on a sled by a team of dogs. The ad promotes the Travel Channel’s program, “Anthony Bourdain: No Reservations.”
In the tunnel between Gallery Pl-Chinatown and Judiciary Sq in the direction of Glenmont, the Ford Motor Company promotes its new Lincoln Zephyr. Metro riders will see a red carpet roll out to greet the driver of the luxury car.
Submedia has worked with several transit agencies including MARTA in Atlanta, PATH in New Jersey and the CTA in Chicago.
News release issued on April 4, 2006.