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Commuter rail ny


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Commuter rail ny

  1. 1. The Right Side of the Tracks
  2. 2. You can’t go wrong… New York City Commuter Rail Advertising <ul><li>Increased face time </li></ul><ul><li>Desirable audience </li></ul><ul><li>Ability to engage & interact </li></ul>
  3. 3. New York City commuters from upscale bedroom communities in Long Island and Connecticut travel an average nearly 40 minutes each way to work in Manhattan . 2-Sheet Platform Poster Interior Car Card Captivate this audience with Platform Posters and Interior Cards 2x daily Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)
  4. 4. Reach a higher concentration of affluent commuters with a rail campaign… Taking a taxi to and from work is the most expensive way to commute in NYC. Commuting by railroad was second. But, only 1% of New Yorkers who commute to work every day take a cab. Over half use mass transit. You’re customer takes the train, your advertising should, too.
  5. 5. Impacting affluent neighborhoods mornings and evenings on the daily commute...
  6. 6. What is included in the NY Commuter Rail System? <ul><li>NY Commuter Rail system includes Long Island Rail Road and Metro-North (Connecticut and Westchester) </li></ul><ul><li>Metro-North trains originate in Grand Central Station, the most upscale & highly trafficked station in NYC </li></ul><ul><li>LIRR trains converge in Penn Station in the heart of Herald Square on 34th street, near many surrounding landmarks such as the Empire State Building, Macy’s Herald Square and directly below Madison Square Garden </li></ul>
  7. 7. Who rides the New York Commuter Rail System?
  8. 8. LIRR Demographics <ul><ul><li>Average household income: $118,000 </li></ul></ul><ul><ul><li>Mean age: 45.2 years </li></ul></ul>Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)
  9. 9. Metro North Demographics <ul><ul><li>Average household income: $117,000 </li></ul></ul><ul><ul><li>Mean age: 44 years </li></ul></ul>Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)
  10. 10. Whether it’s the advertising exec headed to Madison Avenue from Westchester or the young hedge funder en route to Greenwich from Grand Central, they’re all important and they’re all on the train… Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10)
  11. 11. Ridership <ul><li>There are two distinct areas of coverage the commuter rail system provides: </li></ul><ul><li>Long Island Rail Road - daily ridership of 288,000 </li></ul><ul><li>Metro-North - daily ridership of 271,000 </li></ul><ul><li>( Harlem Hudson line and New Haven line servicing Westchester, NY and Connecticut ) </li></ul>
  12. 12. Ridership on Metro-North RR booming… <ul><li>Metro-North Railroad's New Haven Line has steadily grown since April 2010 and is now at levels approaching the record-setting highs of 2008 </li></ul><ul><li>New Haven Line ridership is growing, increasing from 36 million rides in 2009 to 37 million in 2010. </li></ul><ul><li>Trips from the most outer New Haven Line stations to Grand Central Terminal, stations north of Stamford, saw the most growth at 5%. </li></ul>
  13. 14. LIRR Media Opportunities 1-Sheet Posters 2-Sheet Posters 3-Sheet Posters (Vertical) Interior Car Cards Brand Trains Commuter Rail Clocks Timetables Stripes Platform Bulletins Station Dominations
  14. 15. Metro North Media Opportunities 1-Sheet Posters 2-Sheet Posters 3-Sheet Posters (Vertical) Interior Car Cards Bar Cards Brand Trains Commuter Rail Clocks Timetables Platform Bulletins Platform Kiosks Station Dominations
  15. 16. 1-Sheet Platform Poster <ul><li>46”H x 30”W located on Rail Platforms, near key entrances and exits </li></ul><ul><li>Low CPM is good for local advertisers looking to reach upscale audience in neighborhoods where they are located </li></ul><ul><li>Point-Of-Purchase opportunities </li></ul><ul><li>Ability to target </li></ul>
  16. 17. 2-Sheet Platform Poster <ul><li>60” wide poster on platforms of rail stations and in highly trafficked corridors. </li></ul><ul><li>National media form with same size as Subway posters, facilitating multi media campaigns with same creative. </li></ul>
  17. 18. 3-Sheet Platform Poster <ul><li>Large size is hard to miss! </li></ul><ul><li>Creative images leave lasting impressions on minds of potential consumers daily. </li></ul><ul><li>Ability to target. </li></ul>
  18. 19. Interior Rail Car Cards <ul><li>Captive audience has time to read and absorb ads. </li></ul><ul><li>More opportunities to present detailed information about a product / business. </li></ul>
  19. 20. Platform Kiosks <ul><li>Strategically located near exits and entrances in Metro-North Stations. </li></ul><ul><li>Sold as a domination package or individual units. </li></ul><ul><li>Ability to target specific areas throughout the Metro-North Rail Lines. </li></ul>
  20. 21. Commuter Clocks <ul><li>Located in most rail stations. </li></ul><ul><li>Low CPM. </li></ul><ul><li>Sold as packages or individual units. </li></ul>
  21. 22. Station Domination North Terminal Grand Central
  22. 23. Station Domination The Shed Grand Central
  23. 24. Station Domination Amtrak Penn Station
  24. 25. Engagement & Interaction Rail + Social Media = more consumer face time with your brand. Commuters treat the train like an office away from home: Stephanie Marchesi of the marketing firm Fleishman-Hillard in New York catches the 7 a.m. train to Manhattan and immediately pulls out her Internet-connected laptop and BlackBerry. For the next hour, it is as if she is in the office, she says: “When I am commuting, I have not disappeared.” The same is true, she says, on the 5:57 p.m. train back home.
  25. 26. What are the benefits to Commuter Rail advertising? Reach who you want… … when you need to. Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10) <ul><li>One out of four NY rail commuters watches premium cable channels weekly. </li></ul><ul><li>82% of NY rail commuters subscribe to cable television. </li></ul><ul><li>Over 55% of NY rail commuters own a DVR. </li></ul>
  26. 27. Highly coveted 25-54 with HHI $150,000+ Nearly one out of three NY rail commuters has flown for business in the last 12 months. Only 25% of all JFK or LGA passengers in the last 12 months flew for business. LIRR & Metro North commuters are nearly 5x more likely to take 5+ business flights per year. Scarborough Research - New York DMA, 2011 Release 2 (March 10-August 10) Reach a higher concentration of business flyers…
  27. 30. You’re in good company…
  28. 31. The right side of the tracks… <ul><li>Captivate an affluent audience who has time to read and absorb ad copy on Interior Car Cards during average 40 minute commute. </li></ul><ul><li>Platform Posters dominate the crowded platforms at each terminal and in suburban neighborhoods. </li></ul><ul><li>Reach business/decision makers twice a day in a clutter-free environment. </li></ul><ul><li>Frequency of ridership means frequency of ad exposure. </li></ul><ul><li>Engage and interact with commuters while they are in their office away from home. </li></ul>