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US’ Ballyhoo Media, Pivot Media strike deal with Trans4Media for transit advertising on Washington State Ferries

By Rajiv Raghunath - September 20, 2023

The partnership is aimed at elevating static and DOOH advertising across the Washington State Ferry (WSF) system that sees over 24 million riders annually.

US’ Ballyhoo Media and Pivot Media Ventures, industry leaders in waterway media advertising, have announced a groundbreaking deal with Trans4Media (T4), a renowned transit advertising force in Seattle, Washington. This exclusive partnership positions Ballyhoo Media and Pivot Media Ventures as the sole local and national sales representatives for Trans4Media, with a focus on elevating static and DOOH advertising across the iconic Washington State Ferry (WSF) system – the largest ferry system in the US with over 24 million riders annually, 22 vessels, and 20 terminals. 

Colman Dock aerial view January 2023. Image courtesy of Washington State Department of Transportation.

Trans4Media President, Jayne Russell, expressed her enthusiasm, stating, "We are excited to announce that Trans4Media has joined forces with Ballyhoo Media and Pivot Media Ventures to pioneer a fresh approach to ferry advertising aboard the Washington State Ferries. Stay tuned for the addition of cutting-edge large-format digital assets at the new flagship terminal in downtown Seattle. Media planners and buyers can look forward to enhanced materials and expanded resources, ensuring seamless campaign delivery in the vibrant Seattle market."

Tyler Zlatin, Chief Marketing Officer for Ballyhoo Media, shared his thoughts on this partnership, saying, "Trans4Media's extensive local inventory in Seattle-Tacoma fits seamlessly into Ballyhoo's portfolio of unmissable, high-impact advertising on the waterways. The ferry system is an incredible canvas for advertising partners, and we're excited to infuse the latest technology in DOOH alongside Washington State's massive investments into terminal and vessel upgrades.”

Brett Weinberg, Co-Founder of Pivot Media Ventures, stated “We are excited to offer premier media formats and expand our footprint in this top-tier market, establishing ourselves as the largest waterway media advertisers in the nation.” 

The advertising programme at WSF is a public-private partnership that utilises advertising dollars to offset the ridership costs for ferry-riders. This strategic alignment is poised to drive revenue growth for Washington State Ferry and attract a wider array of clients to the WSF assets, offering national and local advertisers unparalleled access to this immense audience. Over the next decade, WSF is investing millions to enhance capacity, with an expected ridership growth of 30% by 2040.

Together, the Ballyhoo Media and Pivot Media Ventures teams bring a wealth of diverse skill sets to the table, collectively delivering the highest level of creative thinking, campaign strategy, cutting-edge software solutions, expedited campaign turnaround times, and unique design capabilities.


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