This company has placed the Venezuelan advertising all over the country with creative ideas and a service that guarantees the effectiveness of the ads of their clients.
By Corina Campione Rivas.
At the end of the 90’s advertisers were on a constant search for new and better spaces for their ads, and in response for the saturation of the mass media in Venezuela, Luis La Rosa together in association with his brother Angel La Rosa and Ramon Valery created Publicidad Alternativa, a company that seeks exactly what its name says, new and amazing advertisement spaces that reach the public in an effective way.
The company began in 1998 with the labeling of buses of large format, placing advertisement on the laterals and back faces, and in 2001 the next step was taken with the labeling of the vehicle in its totality. “The beginning was very hard, clients did not believe in the media because it was something very innovative and they said that they preferred a billboard, until we began to make presentations everywhere and we were lucky enough to find some clients who believed in the media”, commented Valery.
Starting from that moment they signed contracts with different lines of urban transportation from Caracas and main cities as Maracay, Valencia, Barquisimeto, Maracaibo, Puerto la Cruz, Mérida and San Cristóbal, approximately 16 routes, creating their main media: Publibus.
The diferential advantage that Publicidad Alternativa has compared to other companies that are dedicated to this business is that they have their own production machines in which the material is made to label the vehicles, this guarantees the rapidity.
Besides the work it also embraces the daily maintenance of the units, for which it has a team of people in each route that clean the buses every day so that they are in good condition. There are aproximedtly 300 buses in total, from which 150 travel in Caracas.
They also work with the so called PubliCars, which are personal vehicles, especially from young owners. The interviewed exposed that for these media they search for college student’s vehicles due to the fact that these are people who spend most of the day on the streets, which assures that the patched advertisement on the car will have a daily exposition.
Cars go through a casting process in order to verify that they are in good conditions, likewise the address of the owner as well as the university are studied so that the advertiser can select the vehicles that make the most convenient routes for the brand.
The company recently incorporated to its portfolio of products PubliTrucks, or better known as mobile billboards. At the present they have five trucks traveling around Caracas. “We decided to install them because we saw a great opportunity of important business, besides our clients were asking for it” assured Valery. In this case the advertiser can select and modifiy the route according to his/her choice.
Some of the clients of Publicidad Alternativa are HBO, Empresas Polar, Unilever, Certs, Brahma, Nestlé, Digitel, among others.
As media of promotion the spokesman assured that some personal vehicles, buses and mobile billboards are being used to promote the company with advertising pieces that they make themselves.
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