The largest passenger transport company in the country internalized the services previously provided by the agencies, including the marketing of advertising space on the trains. Carla Botelho da Silva, marketing director at CP, explains what has changed.
Meios & Publicidade (M&P): He took office about a year ago with the transport sector still experiencing the effects of the drop in passengers as a result of the pandemic. What challenges did she face when she became marketing director?
Carla Botelho da Silva (CBS): The main challenge addressed to me was to change the strategic vision of marketing, breaking with what had been presented over the last few years. The challenge was to do things differently but, above all, to do more, with more controlled costs and involving the company’s workers. The focus on a smaller team and the internalization of work, until then supported by several external agencies, allowed us to control the entire communication structure and achieve significant savings in terms of content production costs. With this change, CP started a new communication approach where the customer, the train and the teams, which work daily to deliver an excellent public service, are the main focus of the new strategy.
M&P: They decided to internalize the marketing of advertising space on the trains. Why did you make this decision? What swing does it do?
CBS: CP, in addition to being the largest passenger carrier in Portugal, is also an important communication vehicle for products and brands. We felt it was time to take a closer look at this asset and organize it. With the internal management of this activity, we were able to be more agile and, above all, to better accompany the customers who come to us. This commercialization of advertising space allows CP to turn the marketing department into an additional source of revenue, also proving to be an asset for corporate customers. This bet has been a growing success and we believe it can grow much more in 2022.
M&P: What spaces are available for sale?
CBS: We have around six thousand panels installed inside trains, in addition to 300 trainsets and 60 locomotives that can be decorated on the outside.
M&P: How has the approach to brands been working?
CBS: We have felt a good reception from the market and a growing interest in the reach that this type of advertising can generate. Our offer is focused on the availability of space, production, placement and removal of parts. Creativity has no limits and, here too, there is always room to innovate. The reach is brutal, when one considers the exponential number of contacts of the advertising message on a giant billboard, crossing thousands of kilometers of Portuguese populations daily.
M&P: Was a specific team created to work in this area?
CBS: Bearing in mind that we have in-house services, the management of this area is ensured using the marketing team. It has responded to the needs of customers, to what is the will of the board of directors and has proved to be a model to be maintained in the near future.
M&P: Does CP currently work with any media or advertising agencies?
CBS: Currently, CP does not have contracts with advertising and media agencies. The internalization of almost all aspects allowed us to have significant savings in terms of content production. With this, we are not devaluing the work and added value of a media and advertising agency, however, in the current context, it is understood that at this stage it will be more beneficial to internalize these services.
Read the full interview in issue 906 of the M&P
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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