The identification, quantification and evaluation of suitable outdoor advertising opportunities for the City of Johannesburg’s newly established BRT system.
Location: Johannesburg, South Africa
Client: City of Johannesburg
Project Value: R300 000
Associated Consultants: Hunter Van Ryneveld
Second Harvest was engaged as transit signage specialists to identify, quantify and evaluate advertising revenue opportunities for the City of Johannesburg's newly established Rea Vaya Bus Rapid Transit (BRT) system. Rea Vaya was forced to consider an expanded advertising management strategy as commuter numbers were slow to reach expected levels resulting in a loss of anticipated primary revenue. The project scope included:
- Assessment and quantification of advertising opportunities
- Analysis of the relevant regulatory and legislative frameworks
- Benchmarking of potential revenue streams and operational models
- Development of an advertising format selection matrix
- Development of an advertising tender management system
- Phased implementation plan
- Strategic recommendations
- RFP design and tender adjudication assistance
The City of Johannessburg was naturally concerned about balancing its Rea vaya brand identity with revenue generated and was careful in its selection of accepted formats. Upon satisfaction with the projected revenues from these formats Second Harvest moved forward by implementing the tender process designed for the BRT and assisted in its adjudication.
Engaged Services:
- Local and International Benchmarking
- Market Analysis and Revenue Modelling
- Opportunity Audit and Format Selection
- Phased Implementation Planning
- Management Model Development
- Tender Development and Adjudication Assistance
- Financial and Strategic Planning
