Whoosh: The future hub for transit advertising in Indonesia?

As Indonesia's transportation sector undergoes significant transformation, Kereta Cepat Indonesia China (KCIC) is positioning its Whoosh high-speed rail service as a significant player not only in the country's evolving mobility landscape but also in the advertising world.

Starting February 1, KCIC will increase the frequency of Whoosh trips to 62 per day, marking a pivotal moment in the company's strategy to address rising passenger demand while simultaneously unlocking substantial new marketing potential.

This expansion is not just a logistical adjustment; it is a calculated move to solidify Whoosh's role as a cornerstone of Indonesia's transport infrastructure and a prime platform for business partnerships.

A growing advertising network

With expanding commuter audience, Whoosh is poised to become a key platform for brands seeking to capture public attention.

Founded in 2015, KCIC is a joint venture between a consortium of Indonesian state-owned enterprises, represented by Pilar Sinergi BUMN Indonesia holding a 60% stake, and a consortium of Chinese railway companies, represented by Beijing Yawan HSR Co. Ltd., holding a 40% stake.

It also helps that Whoosh is recognised as one of the national strategic projects in accordance with the mandate of a 2016 presidential regulation. The funding for its development came from a 75% loan from China Development Bank, with the remaining 25% provided as shareholder equity.

Speaking to MARKETING-INTERACTIVE, KCIC's general manager corporate secretary Eva Chairunisa said that KCIC has strategically positioned more than 627 advertising spaces across Whoosh stations and trains, including LED screens, train body, in-train TVs, and even branded seating.

High-traffic areas such as waiting halls, passenger flow routes, and ticket counters have been optimised for maximum visibility, offering prime real estate for advertisers. The integration of ad spaces at transit hubs like the LRT Halim station further extends Whoosh's marketing reach.

KCIC's non-fare revenue strategy reflects a keen understanding of the potential in transportation advertising. Over 80 brands from diverse sectors - ranging from banking and automotive to tourism and F&B - have already partnered with Whoosh. This early adoption signals strong confidence in Whoosh's ability to deliver measurable advertising value.

KCIC remains confident in the strong market potential for advertising various products within KCIC's business areas, said Chairunisa. 

The process of increasing outdoor advertising media continues, optimising the areas still available at the stations.

Right now, Whoosh Indonesia operates with four stations: Halim, Karawang, Padalarang, and Tegalluar. Chairunisa added that the commercial market potential can be observed from the benchmark of Whoosh passenger volume, which is gradually increasing.

Higher ridership on weekends

Launched in October 2023, the Whoosh high-speed rail service was designed to connect the bustling cities of Jakarta and Bandung, with a total journey distance of 142.3 kilometres.

From the outset, the service was seen as an important leap forward in Indonesia's infrastructure development, offering another modern alternative to the country's traditional rail and road networks. Within just a year of its launch, Whoosh garnered significant attention, reaching over 7.1 million passengers by the end of 2024.

The initial schedule, offering just 14 trips per day, was quickly adjusted to accommodate the growing demand. The number of daily trips had increased to 28 by November 2023 and 48 by May 2024, and with the upcoming change this February, the service will expand to 62 trips per day.

This phased expansion not only underscores the growing appeal of the service but also reflects a strategic approach to managing capacity in a way that supports both operational efficiency and advertising demand.

"The average weekday passenger count for Whoosh is around 18,000 per day, while on weekends, it increases to an average of 21,000 passengers daily. During long holidays, passenger volumes experience a significant rise of approximately 20% to 30%," Chairunisa said.

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This trend contrasts with Jakarta's MRT and LRT systems, which typically see a decline in ridership on weekends as commuters take a break from their weekday routines. The difference highlights a unique aspect of Whoosh's appeal: it is not merely a mode of daily transport but also a leisure experience.

Adding to the appeal is the intercity network, exposing Whoosh to an audience outside of Jakarta actively seeking new adventures, compared to other modern trains like MRT and LRT that operate exclusively within limited areas of the capital city.

With more frequent trips on the horizon, KCIC is also positioning Whoosh to cater to a wider spectrum of marketing audience, including business travellers, tourists, and daily passengers. This increased capacity will not only enhance the passenger experience but also lay the groundwork for additional revenue streams.

The role of non-fare box revenues

KCIC is looking beyond traditional ticket sales to maximise revenue potential. The company has made clear that advertising is just one aspect of its broader strategy to diversify its income streams. Non-fare box revenues are quickly becoming a core part of the business model for KCIC, with multiple initiatives underway to capitalise on the growing traffic.

These non-fare box activities include the leasing of space for retail tenants, parking management, station naming rights, and the activation of spaces for various commercial and promotional events.

"For all non-fare box businesses, including advertising media, KCIC has a dedicated division responsible for managing and developing potential collaborations with various business partners," Chairunisa added. "For instance, KCIC collaborates with Sarinah for tenant areas and works with Pixel for certain advertising media."

By creating additional revenue opportunities beyond ticket sales, KCIC is further establishing Whoosh as a comprehensive business platform. The leasing of retail space, for instance, has already proven successful, with over 150 tenants, including SMEs, partnering with KCIC.

These tenants benefit from dedicated spaces within Whoosh stations, providing them with access to a high-traffic environment that can increase their visibility and customer base.

The future of Whoosh

As Whoosh continues to evolve, its status as an advertising platform will only strengthen. With a growing ridership, increased trip frequency, and strategic partnerships with brands, KCIC is positioning Whoosh to be at the forefront of both transportation and advertising innovation.

However, challenges remain. Competing with digital advertising channels will require KCIC to showcase the unique advantages of transit advertising, such as high dwell times and physical presence. Maintaining a seamless passenger experience while expanding ad placements will also be critical.

Nonetheless, Whoosh is well-positioned to lead the charge in redefining transportation advertising in Indonesia with its expanding reach. In a landscape where high-speed rail is reshaping travel, Whoosh is proving that the journey itself can be as valuable as the destination - for passengers and advertisers alike.

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