RS invests in bus ads

       RS In-Store Media, a subsidiary of RS, has invested Bt15 million in its "One Stop Shop" marketing strategy to penetrate the bus-ad market, with targeted annual revenue of Bt15 million.
       Vinualuck Sorat, managing director of RS In-Store, said the company saw a new marketing opportunity from the heavy traffic in Bangkok and decided to invest Bt15 million to enter the bus media business with ads that include both sound and vision.
       The company has two types of promotional media. The first is a full sticker that wraps all around the bus, and a smaller one that is attached to the back. The second is called in-bus media, which are 4x19-inch LCD TV screens over window panels.
       The company is confident that its foray into bus advertising will be successful, especially with the advent of installing LCD screens.
       The bus-ad project has been running since mid-July and the company expects to have completed installing the system in 49 buses by next month, Vinualuck said.
       Bus advertising will directly reach between 5 million to 6 million passengers per day.
       "The company expects the bus-ad strategy to generate revenue of between Bt15 million and Bt18 million this year," he said.
       For the first half of 2009, RS In-Store reached 40 per cent of its target revenue of Bt145 million and generated 6 per cent of the revenue of all companies under the RS banner.
       "Despite the economic slowdown this year the company is confident people will continue to spend. Modern-trade media and bus advertising are still the marketing tools chosen by most brands because they directly attract attention and promote sales," Vinualuck said.