RapidKL bus journey begins for RedBerry

• RedBerry Outdoors to fit 200 buses with ad space
• Hopes to promote cross-platform marketing campaigns
  

Malaysia - Weeks after being awarded the RapidKL bus tender, RedBerry Outdoors says it will fit as much as 200 out of the 660 buses belonging to the transit network company in the coming month.

The new win is just the tip of the iceberg for the outdoor company which hopes to rejuvenate the OOH industry in the country and promote cross-platform marketing campaigns.

With the mandate for billboards on highways like SMART Tunnel, Silk Highway, the NPE, DUKE and Besraya, RedBerry sees this as an opportunity to promote cross-platform marketing OOH solution to its clients and media agency partners.

Gabriel Lee Kah Heng, marketing general manager, RedBerry said with RapidKL, the company now had a strategic advertising network befitting the Klang Valley.

"It's a differentiated concept. Somehow, even with billboards on highways, campaigns feel incomplete so when we won this tender, it's a total solution," Lee told A+M.

"There are many ways to reach target audiences and the buses serve to complement or support the campaign awareness, comparing to other media," he said.

Datuk George Frederick, CEO, RedBerry said that the utilisation of buses as OOH tools have been neglected, when compared to locations like Singapore and Sydney where they are popular.

"It has not been utilised as it should be but with so many guidelines and restrictions on the industry, what better medium then to cover the city with travelling or moving billboards," he pointed out.

Ahmad Harris Baharom, general manager, development and operations, RedBerry says there is a team specifically set up to ensure that all the buses are in running order, that they are clean and campaign creative on buses are in good condition.