Singapore – The Land Transport Authority (LTA) in Singapore has awarded to Stellar Experience its road assets advertising operator (AO) tender, effective for 10 years starting from January 1, 2024.
Through the tender, Stellar Experience will be managing and operating the advertising spaces at LTA-owned bus and taxi shelters as well as designated pedestrian infrastructure, with an option to extend for another six years.
LTA has been appointing AOs to manage the advertising spaces, as well as the general maintenance (such as cleaning) of bus and taxi shelters since 1999. This approach allows LTA to select best-in-class AOs to manage these assets and introduce creative campaigns to boost advertising revenue, which is then shared with the Government through a concession fee model.
This mandate marks the first time that LTA has consolidated the advertising concessions for bus and taxi shelters under our purview into a single contract. Bus and taxi shelter advertising spaces were previously tendered out as two separate AO contracts, specifically to Clear Channel Singapore and JCDecaux Singapore, and will expire in December 2023 and March 2025 respectively.
“Consolidation of bus and taxi shelter assets, and the inclusion of additional advertising assets into single contract will provide the AO with greater scale and enable the AO to sell across multiple platforms. This will help to boost advertising revenue, and in turn the concession fees,” LTA said in an online statement.
LTA had received a total of seven proposals from four tenderers for this tender. Proposals were evaluated on their quality, whether tenderers are able to maintain the bus and taxi shelters per LTA’s requirements, as well as their ability to generate non-fare revenue from these road assets.