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Lamar Advertising, a digital display producer, has secured a 10-year system advertising program contract, with additional options through 2042, with Denver's Regional Transportation District, according to a company press release.
RTD operates and maintains a mass transportation system with a service area that includes eight counties, serving more than 3 million people.
Lamar will expand its On-Vehicle Advertising Program, increasing options on RTD's network of over 260 trains and 1,000 buses. Lamar will also introduce its Elevate Digital Experience Network by installing more than 100 55-inch digital displays in RTD bus stations, park-and-rides, train stations and platforms in Denver and the surrounding areas, providing RTD customers with information and advertising content.
"Through the Elevate platform, we will greatly enhance the commuting experience for RTD's customers while at the same time providing advertisers with a unique, engaging new way to connect with the rapidly expanding Denver audience," Cliff Moak, assistant GM of Lamar Advertising of Colorado, said in the release. "We are excited to enter this long-term partnership with RTD and are grateful to the outstanding team at RTD for trusting Lamar to deliver."
"The relationship between Lamar and RTD has been one of the strongest across our more than 200 markets. With the introduction of Elevate, we are excited to build on this foundation and help advertisers reach the vibrant audiences across Denver," Ian Dallimore, Lamar's VP of digital growth and programmatic, said in the release.
Lamar will begin construction and installation of its Elevate network, including digital wall screens and interactive displays that will host both advertising and commuter information. Screens will be distributed across RTD stations, platforms, light and commuter rail, buses, and parking lots. RTD customers will see the first digital enhancements at Denver Union Station and Civic Center Station in late 2022.
"RTD strives to consistently deliver high-quality customer service, which is one of four priorities for the agency. Expanding our collaboration with Lamar benefits our customers," Debra A. Johnson, RTD GM and CEO, said in the release. "Revenue generated from the System Advertising Program is used by the agency to support transit service delivery, which includes ensuring the system is maintained in a state of good repair, resulting in an enhanced experience."
Founded in 1902, Lamar has over 351,000 displays across the U.S. and Canada.