Transport centre ad drive to boost Government of Jamaica

THE GOVERNMENT is expecting to pull in millions of dollars in additional revenue from a new deal that will target advertisers for the almost three-year-old Half-Way Tree Transport Centre.

With thousands of commuters using the facility each day, the Government has entered a partnership with a fast-growing outdoor advertising company, I-Print Digital, to lure advertisers to the facility.

Under the deal, I-Print will hold full responsibility for the advertising and branding of the centre.

"We will be offering persons areas in the transport centre to advertise their products or services under a profit-sharing deal, Stephen Steele, co-founder and chairman of I-Print told The Gleaner.

"This will allow the Govern-ment to concentrate on other areas while I-Print increases the earnings from the facility," Steel added.

Targeting advertisers

The transport centre, which was built at a cost of $4.3 billion and financed by the Belgian government, was officially opened in January 2008.

It is a hub for Jamaica Urban Transit Company buses and has more than 17,000 square metres of commercial space that includes 17 shops, four kiosks and a food court.

But the transport centre has never been financially self-sufficient and since it opened its doors, the Government has been subsidising its operation with approximately $100 million each year.

With the new deal, it is expected that I-Print will aggressively target advertisers using the available space in the facility.

"We count this among one of the company's major milestones. We are grateful to the ministry and the Port Authority Manage-ment Services for granting us the contract," Steele said at the recent contract signing.

"I-Print has been making great strides in the advertising market and has revolutionised the way in which companies and persons get their message across. We plan to take that First World and premium-quality signage and branding to the transport centre," added Steele.

I-Print, which was established in 2006 as a high-tech, cutting-edge company providing high-quality, large-format printing and branding solutions, is expected to hire at least three more persons, based on the transport centre contract.