Commercial Advertising on Bus Contracting Model Buses

With the full implementation of the Bus Contracting Model (BCM) in 2016, new guidelines on commercial bus advertising wraps dictate that commercial advertising can only cover the rear two-thirds of the length of the bus.

Alexander Dennis Enviro500 (SMB5003U) - Service 190 with an advertisement wrap for SMRT Media
Alexander Dennis Enviro500 (SMB5003U) – Service 190 with an advertisement wrap for SMRT Media

Currently, Public Transport Operators (PTO) appoint an advertising and commercial partner to oversee the sourcing, installation, maintenance and removal of advertisements at bus interchanges, as well as on buses. Under the BCM, operators get to keep advertising revenue generated from assets such as buses and bus interchanges.

The current advertising and commercial partners for the various PTOs are:


Pre-BCM

Before the BCM was implemented in 2016, operators are free to wrap buses in any style, with the exception that the front of the bus should not be covered. This is to allow commuters to easily identify a public bus, with the operator logo and distinct livery colours in front. The upper deck of Double-deck buses were allowed to be covered with advertising stickers.

2D and 3D advertisements were occasionally featured on single-deck buses, but with additional complications. These buses were subject to deployment restrictions due to their height, and were prohibited from using the bus washing machine (and as such, required manual washing).

Advertising Concepts

Moove Media and SMRT Media, the advertising arms of SBS Transit and SMRT Buses respectively, offer several unique advertising concepts in addition to regular exterior stickers. 2D and 3D protrusions on single-deck buses are the most common. Some companies opt to create a themed bus interior, with floors, ceilings, seatbacks and other exposed surfaces covered in advertising stickers.

In 2015, SMRT Media launched eLumiNEX, an illuminated film for Double-deck buses that captures attention at night. Moove Media later offered a similar product, Moove Ignite. In addition, Moove Media offers the Moove Jewel concept on single-deck buses, with two 2D backlit advertising boards complementing the bus advert.

Single Decker Buses
Double Decker Buses
Articulated Buses

Volvo B5RLE Hybrid Bus

An exception to this was the full body and front wrap for SBS8002T, the Volvo B5RLE Hybrid demo bus that was operated by SBS Transit for the duration of its trial. The operator’s logo was part of the advertisement at the front of the bus. Many commuters were confused by the lack of SBS Transit’s corporate purple livery at the front of the bus, in addition to the non-standard Flip-dot electronic display signage.


Next Page: Bus Service Enhancement Programme Buses & Bus Contracting Model Advertising

8 thoughts on “Commercial Advertising on Bus Contracting Model Buses

  • 1 June 2021 at 10:54 AM
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    Heard from Facebook that Tower Transit had won Moove Media as its advertising partner.

    Reply

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