In the context of the "railway advertising reform", Business Media China AG secured long-term licenses for the advertising media at Beijing West railway station, Beijing Central railway station, Tianjin railway station and Shijiazhuang station. The success of the cooperation with China Railway Century Media Co. Ltd. - the responsible advertising organ of the Beijing Railway Administration - was the basis for the establishment of China's largest railway media network. Since BMC and the Skyflying Media Group established the joint venture BMC Tianjun (Skyflying Media) Co. Ltd. BMC was able to enlarge its media portfolio by the two railway stations (Central and East) in Guangzhou (Canton) and the Central railway station
of China's boomtown Shenzhen and therefore assure its position as China's
largest railway media network by far.
BMC renewed nearly all media formats inside the stations by introducing new designs, choosing ideal locations for a perfect coverage of the target groups and using the latest out of home media technologies to guarantee modern appearance and highest quality.
Parallel to the restoration process BMC continuously works on reliable
and significant media data to offer best advisory services for clients and agencies and to ensure the effectiveness of their media plans and campaigns. A large number of campaigns are controlled by studies on advertising effect and awareness operated by independent research institutes.
Benefiting from exclusive agreements BMC covers all areas of the stations. Its media offer allows exclusive communication with the relevant target group in a very precise way e.g. by choosing an all-station concept (station dominance), special departure or arrival areas or by using the waiting rooms, even according to the individual booking classes. As the concept of using trains is different in China than in most European or American countries the duration of stay inside the stations is very high: More than 80 per cent the passengers are waiting longer than 30 minutes, the average waiting period is about 68 minutes.
Railway is the most important public transportation system in China. BMC's railway stations are among the largest in China and Asia. Beijing West railway station for instance is now the largest railway station in Asia
with more than 300,000 passengers per day on average and more than 100 million per year. During peak seasons (like Chinese Spring Festival) more than 600,000 passengers pass this station each day.
High and stable passenger volumes combined with the effect of spreading information via the passengers all over the country and the possibility of communicating with the target audience over a longer period in which
they are in an open-minded mood makes railway media an essential and integrated part of any out of home campaign.