Monorail to serve as advertising vehicle

It won't be long now before a giant can of Monster Energy drink is hurling at high speeds from the Sahara to the MGM Grand. The Monster Energy train, the first train set to run across the Las Vegas Monorail lines, was presented with fanfare at a June 24 event in the Las Vegas Convention Center.

John Haycock, chairman of the Las Vegas Monorail Co., said this advertising-covered train will be the first of many branded trains to hit the rails when the monorail begins operation in the first quarter of 2004.

For $1 million a year, advertisers buy the rights to cover one of nine monorail trains with their message. If the Monster Energy train is any indication, the advertising will cover the train cars both inside and out.

The bursts of green liquid running down the replica of the Monster Energy Drink can are only the beginning. Plasma screens within will run non-stop commercials featuring daredevil athletes consuming Monster Energy drink. When train travelers exit the train, they will be greeted with vending machines where they can actually try the energy supplement beverage.

Haycock thinks the advertising will attract riders.

"It will be more than an opportunity to get from point A to point B, it will be, 'Let's go ride the Monster Energy train,' " he said.

The company chairman compares branded monorail cars to the successful Shamu whale-themed airplanes flown by Southwest Airlines.

"I still remember how excited my daughter was when we got to fly on the Shamu plane. If given a choice, people wanted to fly on that plane. I think we'll see that with the monorail, too," Haycock said.

For around $2 million a year, advertisers will have the opportunity to buy the rights to deck out the monorail's loading stations at the Sahara, the Las Vegas Hilton, the Las Vegas Convention Center, Harrah's and Imperial Palace, Bally's and the MGM Grand.

Francois Badeau, founder of the Las Vegas Monorail team, said the year-old Monster Energy drink company will be a good gauge for the program's success. Since the brand is new, Badeau said the impact will be obvious, "When the Las Vegas Monorail puts them on the map."

Rodney Sacks, chairman of the board and chief executive officer at Hansen's Beverage Co., the maker of Monster Energy, said monorail advertising will be just what the new beverage needs.

"We knew we needed an opportunity to springboard this brand to the level where we can compete quickly with the major players," he said.

Sacks said in Las Vegas, Hansen's can reach 40 million tourists in a setting where they're relaxed and having fun.

"We hope they'll fight to ride on the Monster train instead of the others," he said.

Haycock said Promethean Partners, the company responsible for developing the monorail advertising plan, is in negotiations with several well known companies to see who will sponsor the rest of the trains and the platforms.

"They have been in touch with some of the biggest and most creative brands in the country, and there is a lot of interest in what we think this will do to encourage ridership," he said.

While advertising will supplement the budget for the privately funded transportation system, Haycock said rider revenue will still make up the bulk of the total.


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