Aap!Rails Featured in Industry-News!
May 3rd, 2007
“Escalating the advertising phenomenon”
ESCALATOR handrails usually bring two things to mind – shopping and germs. It’s on this premise that a simple, yet unique way to literally put advertising in the hands of millions of people was devised with the launch of a revolutionary idea – anti-bacterial handrail advertising.
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| The unique advertising method is said to produce recall rates as high as 80%. |
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| Major companies such as Boost Juice, Vodafone and Metlink are already involved in handrail advertising. |
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In an Australian first, Escalated Advertising has launched the Aap!Rails escalator handrail advertising phenomenon across three high-profile locations in Melbourne: Australia on Collins, Centro’s The Glen Shopping Centre and Flagstaff Train Station.
Already proving a success in Asia, Europe and South America, Aap!Rails has seen over 400 installations since the product was first launched in Japan in 2003, with no plans to stop there.
The trend is set to take Australian and New Zealand shopping centres, transport hubs, sports stadiums and other high-profile locations by storm in the coming months, as the company’s founding entrepreneurs, Paul Rogash and Craig Ridley, sign on more clients and property owners. Already major companies like Boost Juice, Vodafone and Metlink are on board, indicating Aap!Rails has a definite future in the Australian market.
Rogash and Ridley own the exclusive distribution rights of the AAP Global design within Australia and New Zealand.
So what exactly is Escalated Advertising selling?
Aap!Rails is a patented anti-static film and application process compatible with all commercially available escalators. The installation process, which involves a film being aligned over the top of an existing handrail belt, can be performed in as little as two hours per escalator. The application also requires the addition of a topical anti-bacterial agent to provide the added benefit of sanitation for riders.
Rogash explains Aap!Rails offers significant advantages over traditional outdoor media by placing advertisements in the hands of customers who are close to the point of purchase during an average 30-second escalator ride.
According to Rogash, billboards and street furniture are often missed by consumers as they generally offer a very short exposure period, can blend into the surroundings, and are often positioned in a cluttered environment.
“With over 15m of advertising space that surrounds the consumer, Aap!Rails can effectively reach consumers at times and places that other media cannot,” he said.
Ridley said in addition to the unique placement of the advertisements, which is a tremendous advantage to retail businesses, Aap!Rails significantly improves escalator appearance and aesthetics and can generate incremental revenue for property owners.
Aap!Rails can also be used for in-house branding, directional or decorative purposes – a change from the boring black plastic we have all grown accustomed to.
