Reaching Commuters with Reaching Commuters with g Ferryboat - - PowerPoint PPT Presentation

Prestige Media Inc. Prestige Media Inc.

Reaching Commuters with Reaching Commuters with g Ferryboat Advertising Ferryboat Advertising

Why Ferry Boat Advertising? Why Ferry Boat Advertising?

Exclusive Advertising Environment Exclusive Advertising Environment – delivering delivering millions of monthly impressions millions of monthly impressions to an to an upscale, upscale, captive audience captive audience aboard 120 + passenger/commuter ferries traveling U S waterway & major aboard 120 + passenger/commuter ferries traveling U S waterway & major

y y g y y g

captive audience captive audience aboard 120 + passenger/commuter ferries traveling U.S. waterway & major aboard 120 + passenger/commuter ferries traveling U.S. waterway & major metropolitan markets. metropolitan markets. 44 44‐ ‐million + Passenger/Commuters are ‘on million + Passenger/Commuters are ‘on‐the the‐go’ go’ ‐‐ ‐‐ have the high have the high‐discretionary income discretionary income 44 44 million Passenger/Commuters are on million Passenger/Commuters are on the the go go have the high have the high discretionary income discretionary income required to travel to some of America’s most exclusive destinations by water. required to travel to some of America’s most exclusive destinations by water. Ferryboat advertising out Ferryboat advertising out‐pulls New York Times pulls New York Times – delivering appreciably lower delivering appreciably lower‐cost cost‐per per‐ lead…In side lead…In side‐by by‐side comparison conducted by ferryboat advertiser side comparison conducted by ferryboat advertiser Perillo Perillo Tours (purveyor of Tours (purveyor of y p y f y p y f y (p y f (p y f upscale travel packages to Europe, Italy, Greece, Spain and Hawaii). upscale travel packages to Europe, Italy, Greece, Spain and Hawaii). Benefits include: Benefits include:

• Millions monthly impressions / millions annual Passenger/Commuters

Millions monthly impressions / millions annual Passenger/Commuters

• Advertising messages displayed under glass in 33” h x 21” Color Poster Displays

Advertising messages displayed under glass in 33” h x 21” Color Poster Displays

• Un

Un‐cluttered message venue cluttered message venue – limited Poster Display positions limited Poster Display positions

• Message directed to a captive audience, passenger/commuters on

Message directed to a captive audience, passenger/commuters on‐board 1 to 2 hours + board 1 to 2 hours +

• ‘Take One’ sales literature creates ‘interactive marketing’ opportunity

‘Take One’ sales literature creates ‘interactive marketing’ opportunity – includes includes li li k literature literature‐restock program restock program

• Attractive

Attractive cpm’s cpm’s

New York Water Taxi New York Water Taxi New York Water Taxi New York Water Taxi

3

NY Water Taxi Information NY Water Taxi Information

HH Income: HH Income: $100k $100k 76% 76%

• $100k +

$100k +‐76% 76%

• $200K+

$200K+‐34% 34%

• Employment: 50% of riders work in the Wall Street area

Employment: 50% of riders work in the Wall Street area A erage no of monthl impressions 283 000 A erage no of monthl impressions 283 000

• Average no. of monthly impressions: 283,000

Average no. of monthly impressions: 283,000

• Art: framed 33”h x 21” w poster displays (interior)

Art: framed 33”h x 21” w poster displays (interior)

• 5’ x 11’ outdoor dock signage at 5 different locations

5’ x 11’ outdoor dock signage at 5 different locations

• Other displays available onboard and in terminal

Other displays available onboard and in terminal

• Other displays available onboard and in terminal

Other displays available onboard and in terminal

• A high concentration of the most wealthy and affluent households

A high concentration of the most wealthy and affluent households

• Audience is hard to reach with traditional media

Audience is hard to reach with traditional media

• Audience delivery and demographics that exceed most upscale print media

Audience delivery and demographics that exceed most upscale print media Audience delivery and demographics that exceed most upscale print media Audience delivery and demographics that exceed most upscale print media

• Clutterfree

Clutterfree communications environment communications environment

• 100% of New York Water Taxi Commuters reside in bedroom

100% of New York Water Taxi Commuters reside in bedroom

• Communities of Brooklyn, Queens and Long Island

Communities of Brooklyn, Queens and Long Island Communities of Brooklyn, Queens and Long Island Communities of Brooklyn, Queens and Long Island

• New Hudson River Commuter Service

New Hudson River Commuter Service‐launched launched

• Spring ’07

Spring ’07‐Haverstraw, NY and Westchester County to Lower Manhattan Haverstraw, NY and Westchester County to Lower Manhattan

• Newest Commuter Service

Newest Commuter Service‐launched Spring ‘08: launched Spring ‘08: Rockaways Rockaways, NY to Lower , NY to Lower p g p g y , Manhattan Manhattan

• Total no. of ferries

Total no. of ferries‐10 10

New York Water Taxi Ferry Routes New York Water Taxi Ferry Routes

East River Commuter Line East River Commuter Line

5

New York Water Taxi Ferry Routes New York Water Taxi Ferry Routes

Westchester Commuter Line Westchester Commuter Line

6

New York Water Taxi Ferry Routes New York Water Taxi Ferry Routes

Rockaway, Brooklyn (B.A.T) Commuter Line Rockaway, Brooklyn (B.A.T) Commuter Line

SeaStreak Ferr Comm ters SeaStreak Ferr Comm ters SeaStreak Ferry Commuters SeaStreak Ferry Commuters

SeaStreak SeaStreak Ferry Ferry SeaStreak SeaStreak Ferry Ferry

SeaStreak Ferry SeaStreak Ferry Rid hi I f ti * Rid hi I f ti * Ridership Information* Ridership Information*

The typical Sea Streak Ferry rider is a college educated, affluent New Jersey The typical Sea Streak Ferry rider is a college educated, affluent New Jersey commuter who works on Wall Street as a Corporate Executive or elsewhere commuter who works on Wall Street as a Corporate Executive or elsewhere within New York City’s Financial District within New York City’s Financial District within New York City s Financial District. within New York City s Financial District. The Sea Streak commuter has an average annual HHI of over $250,000 and The Sea Streak commuter has an average annual HHI of over $250,000 and will spend over $700 per month on their 35 minute commute to and from will spend over $700 per month on their 35 minute commute to and from will spend over $700 per month on their 35 minute commute to and from will spend over $700 per month on their 35 minute commute to and from Wall Street . Wall Street . There are 4 There are 4 ‐ ‐400 passenger high speed ferries(catamarans) that travel from 400 passenger high speed ferries(catamarans) that travel from Highlands Terminal, NJ to downtown Wall Street end at 34 Highlands Terminal, NJ to downtown Wall Street end at 34th

th and the East

and the East g a ds e a , J to do to a St eet e d at 3 g a ds e a , J to do to a St eet e d at 3 a d t e ast a d t e ast River River 16 departures during the week from Highlands/Atlantic Highlands, Sandy 16 departures during the week from Highlands/Atlantic Highlands, Sandy Hook and 8 (6 from the Highlands and 2 from Sandy Hook) on the weekend. Hook and 8 (6 from the Highlands and 2 from Sandy Hook) on the weekend. ( g y ) ( g y ) Service is year round. There is a full service bar and concession facility on Service is year round. There is a full service bar and concession facility on board. board. *Source: Sea Streak Ferry *Source: Sea Streak Ferry

Boston Harbor Cruises Boston Harbor Cruises Ridership Information* Ridership Information* Ridership Information* Ridership Information*

Commuters: Commuters:

• 100% of Commuters come from the Boston Metro Area, i.e., the bedroom communities that

100% of Commuters come from the Boston Metro Area, i.e., the bedroom communities that surround Boston. surround Boston. Ferry Service: Ferry Service:

• Hingham

Hingham‐to to‐Long Wharf Long Wharf ‐ ‐ 3‐vessels vessels

• Charlestown

Charlestown‐to to‐Long Wharf Long Wharf – 2 2‐vessels vessels

• Rider ship

Rider ship ‐ ‐ 90,000 + passengers/month (2007 tally) 90,000 + passengers/month (2007 tally)

• Regional Coverage:

Regional Coverage: 55% of (non 55% of (non Commuter) passengers reside in Boston Metro Area Commuter) passengers reside in Boston Metro Area 55% of (non 55% of (non‐Commuter) passengers reside in Boston Metro Area. Commuter) passengers reside in Boston Metro Area. Upscale Demographics: Upscale Demographics:

• 75% + of Commuter/passengers have HHI (House Hold Income) of over $100,000 / yr.

75% + of Commuter/passengers have HHI (House Hold Income) of over $100,000 / yr.

• 65%

65%‐35% male to female. 35% male to female.

• Large percentage of BHC Commuters employed by financial firms headquartered in Downtown

Large percentage of BHC Commuters employed by financial firms headquartered in Downtown Boston Boston Boston. Boston. *Source: Boston Harbor Cruises *Source: Boston Harbor Cruises

Chicago Water Taxi Chicago Water Taxi

Chicago Water Taxi Chicago Water Taxi Quick Facts Quick Facts

Chicago Water Taxi Ridership: Chicago Water Taxi Ridership: ‐Monthly (Commuter) passengers: 34,320 Monthly (Commuter) passengers: 34,320 ‐26 Commuter Trips / day (w/22 Commuter Days / mo.) 26 Commuter Trips / day (w/22 Commuter Days / mo.) 26 Commuter Trips / day (w/22 Commuter Days / mo.) 26 Commuter Trips / day (w/22 Commuter Days / mo.)

About Chicago Water Taxi About Chicago Water Taxi About Chicago Water Taxi About Chicago Water Taxi

In 1962 In 1962 Wendella Wendella started a rush hour commuter service between started a rush hour commuter service between In 1962, In 1962, Wendella Wendella started a rush hour commuter service between started a rush hour commuter service between Michigan Avenue and the Northwestern Railroad Station, enhancing Michigan Avenue and the Northwestern Railroad Station, enhancing transportation options for the city’s thousands of commuters by utilizing transportation options for the city’s thousands of commuters by utilizing the resources of the Chicago River. Known as the the resources of the Chicago River. Known as the RiverBus RiverBus since 1999, since 1999, g , now the new Chicago Water Taxi, now the new Chicago Water Taxi, Wendella Wendella provides seven provides seven‐day a week day a week water transportation service to thousands of commuters. Since 1962, the water transportation service to thousands of commuters. Since 1962, the RiverBus RiverBus has safely carried an estimated 4 million rail commuters. In has safely carried an estimated 4 million rail commuters. In 2006 the 2006 the RiverBus RiverBus documented more than 19 000 departures and was documented more than 19 000 departures and was 2006, the 2006, the RiverBus RiverBus documented more than 19,000 departures and was documented more than 19,000 departures and was the official water transportation for Tall Ships Chicago 2006. the official water transportation for Tall Ships Chicago 2006. The Chicago Water Taxi operates on a closed loop route on the Chicago The Chicago Water Taxi operates on a closed loop route on the Chicago River shuttling passengers between Madison Street on the south branch; River shuttling passengers between Madison Street on the south branch; River shuttling passengers between Madison Street on the south branch; River shuttling passengers between Madison Street on the south branch; La Salle Street and Michigan Avenue on the main branch; and River East La Salle Street and Michigan Avenue on the main branch; and River East

• n the main branch in Ogden Slip. During the summer, departures and
• n the main branch in Ogden Slip. During the summer, departures and

arrivals are scheduled on Monday thru Friday from 7:00 a.m. through arrivals are scheduled on Monday thru Friday from 7:00 a.m. through 2 S d f 9 30 h h 6 d S d 2 S d f 9 30 h h 6 d S d 7:12 p.m., Saturdays from 9:30 a.m. through 6:14 p.m. and on Sundays 7:12 p.m., Saturdays from 9:30 a.m. through 6:14 p.m. and on Sundays and Holidays from 10:30 a.m. through 5:30 p.m. and Holidays from 10:30 a.m. through 5:30 p.m.

Chicago Water Taxi Route Map Chicago Water Taxi Route Map Chicago Water Taxi Route Map Chicago Water Taxi Route Map

Station Domination Station Domination

Madison Street 'Union Train Station’ Dock Madison Street 'Union Train Station’ Dock Madison Street Union Train Station Dock Madison Street Union Train Station Dock Waiting Room Waiting Room

Golden Gate Ferry Golden Gate Ferry Golden Gate Ferry Golden Gate Ferry San Francisco San Francisco

Golden Gate Ferry Route Map Golden Gate Ferry Route Map Golden Gate Ferry Route Map Golden Gate Ferry Route Map

Golden Gate Ferry Golden Gate Ferry Q i k F t Q i k F t Quick Facts: Quick Facts:

• Golden Gate Ferry carries over 2,000,000 riders annually

Golden Gate Ferry carries over 2,000,000 riders annually

• Monthly impressions of 416,000

Monthly impressions of 416,000

• Golden Gate Ferry has five vessels

Golden Gate Ferry has five vessels Golden Gate Ferry has five vessels Golden Gate Ferry has five vessels

• Commuter routes from Larkspur and Sausalito to SF Ferry Terminal in Business District

Commuter routes from Larkspur and Sausalito to SF Ferry Terminal in Business District

• Shuttle Ferry service operates from Larkspur to AT&T Park for all SF Giants home games

Shuttle Ferry service operates from Larkspur to AT&T Park for all SF Giants home games

Golden Gate Ferry Golden Gate Ferry Ridership Demographics Ridership Demographics

• 57% of riders have annual incomes of over $100,000

57% of riders have annual incomes of over $100,000

• 50% of riders in age category of 18

50% of riders in age category of 18‐44 44

• Male 55% Female 44%

Male 55% Female 44%

• High percentage of riders are in Senior Management

High percentage of riders are in Senior Management

Prestige Media F b t & F T i l Ferryboat & Ferry Terminal Digital Advertising Program Digital Advertising Program For the Seattle Market

Washington State Ferries Washington State Ferries DIGITAL M di Ad ti i DIGITAL M di Ad ti i DIGITAL Media Advertising DIGITAL Media Advertising Quick Facts: Quick Facts: Quick Facts: Quick Facts:

• Seattle has the largest ferry system in the U.S.

Seattle has the largest ferry system in the U.S. Seattle has the largest ferry system in the U.S. Seattle has the largest ferry system in the U.S.

• Over *24,000,000 passengers annually

Over *24,000,000 passengers annually ‐*9,600,000 Commuters annually (70% of Commuters, 25 *9,600,000 Commuters annually (70% of Commuters, 25‐54 age 54 age‐group) group) ‐Virtually all Seattle adults are riders during the year (50% of riders have House Hold Incomes Virtually all Seattle adults are riders during the year (50% of riders have House Hold Incomes y g y ( y g y (

• f $40,000 + per year)
• f $40,000 + per year)
• PMI offers DIGITAL advertising coverage of primary Commuter Routes

PMI offers DIGITAL advertising coverage of primary Commuter Routes ‐16 on 16 on‐board DIGITAL SCREENS board DIGITAL SCREENS ‐9 DIGITAL SCREENS in Terminals 9 DIGITAL SCREENS in Terminals

• DIGITAL SCREENS and ‘Take One’ literature displays located in main seating areas

DIGITAL SCREENS and ‘Take One’ literature displays located in main seating areas ‐42” LCD Monitors; Full 42” LCD Monitors; Full‐Motion Video with Sound Motion Video with Sound ‐Ads Repeat every 15 minutes (15 sec., 30 sec., & 60 sec. spots) Ads Repeat every 15 minutes (15 sec., 30 sec., & 60 sec. spots) ‐Static Image ‘Featured Ads’ Rotate every 9 Static Image ‘Featured Ads’ Rotate every 9 secs secs. . ‐Flexibility Flexibility – Run same ad or different ads in Rotation Run same ad or different ads in Rotation C C l i i il bl l i i il bl N C i N C i

• Category

Category‐exclusivity available exclusivity available‐‐ ‐‐No Competitors No Competitors

PMI PMI ‐ ‐ 'Commuter' Ferryboat Media 'Commuter' Ferryboat Media Ad ti i Ad ti i 2010 2010 Advertising Advertising ‐ ‐ 2010 2010

Mar Market et Fe Ferry Service Vess ssels - s - Terminal nals # U Units

Co Cost st pe per un unit Ne Net C Cost pe per Mo Mo.

3- 3-Mo. . Co Cost Avg M Mont nthl hly Im Impressions

Ne New Yo w York-Metro 'N 'NY W Y Wate ter Taxi' Westchester & Rockaways-to-Manhattan 233,000 Transit-size Posters (33"h x 21"w) (On-board vessels) (Financial District) 5 5 $850 $4,250 $12,750 New Jersey/New York 'S 'SeaStreak F Ferry' Central New Jersey - Wall st (Pier 11) 225,000 Poster Displays (26"h x 32"w) (On-board vessels) 4 8 $1,400 $11,200 $33,600 Highlands, NJ Terminal (Terminal) Highlands Terminal- (5) 1-Sheet & (1) 6-sheet 1 6 Package $4,000 $12,000 DIG DIGITAL SCREENS-in-TERMINALS 'N 'NY W Y Wate terway' y Terminal(s) 15-sec. spots - 108 plays/day Port Imperial, Pier 78 & Pier 79 -TERMINALS 3 9 Package $5,175 $15,525 2,000,000 MARKET TO TOTA TALS: 28 28 2, 2,458, 458,000 00 *Bo Boston-Me Metro 'Bo Boston H Harbor C Cruises' Hingham-to-Boston Bo Boston Me Metro Bo Boston H Harbor C Cruises Hingham to Boston Transit-size Posters (33"h x 21"w) (On-board vessels) 3 3 $850 $2,550 $7,650 289,000 MARKET TO TOTA TALS 3 289, 289,000 00 *C *Chicago-Me

• Metro

'Ch 'Chicago W Water T Taxi' Chicago River - (Michigan Ave-Chinatown) 2 2 $850 $1,700 $5,100 85,000 Station Domination (Union Station) Chicago Water Taxi Union Station - (Doninate -Ticket Office Walls) 1 All Walls $2,500 $2,500 $7,500 MARKET TO TOTA TALS: 3 85, 85,000 000 *San an F Fran ancisc sco-Metro 'Go 'Golden Ga Gate te F Ferry' Marin County - Downtown San Francisco 5 5 $850 $4,250 $12,750 225, 225,000 00 MARKET TO TOTA TALS: 5 *Se Seattle-Met Metro 'Wa Washington S State F Ferries' Se Seattle Metro Wa Washington State Ferries DiGITAL - Ferry Vessels " " Downtown - (Puget Sound) 16 16 $87 $1,400 $4,200 24,000, 000,000 00 DiGITAL - Ferry Terminals " " Downtown - (Puget Sound) 7 7 $157 $1,100 $3,300 MARKET TO TOTA TALS: 23 23 *'Take One' Lit. Dispense available GRAND TO TOTA TAL: TO TOTA TAL 62 62 27,057, 057,000 00 Note: Rate Card Cost - for Transit-size Poster Displays $1,250 ea.; (Negotiated, discounted-cost @ $850 ea. for 3-mo. frequency buy). Production Costs: Dup. 4/color vinyl enlargements from digital art/mechanical @ $60.00 ea. *'TAKE ONE' Literature Dispensing Option available @ $100 add'l per/Poster - per/mo.