KUALA LUMPUR, July 29 — Redberry Outdoors took advertising to new heights yesterday as it unleashed its latest range of advertising medium — RapidKL double decker buses.

The innovative approach will see 37 double decker buses wrapped in colourful and vibrant advertisements plying through some of the busiest routes in the Klang Valley.

For starters, 10 buses sporting the Macao Tourism wrap were launched yesterday. 

Redberry group operations head Jimmy Quah said the buses were something out of the ordinary and were able to attract more public attention. 

"They are probably the biggest moving billboards on the street and they offer higher visibility due to their height,” Quah said.

"This mode of advertising is attractive and I want people to look forward to the next fleet of buses, offering vibrant and exciting information.”

Quah said tackling the busiest routes in Klang Valley was an achievement for Redberry. 

"The Federal Highway is the busiest route while the Damansara-Puchong Expressway is the second busiest,” he said.

"These newly wrapped buses will be travelling along four major routes, namely the Federal Highway, Cheras-Kajang Expressway, Puchong-Sungai Besi Highway and Jalan Ampang.”

Prasarana Integrated Development Sdn Bhd chief executive officer Datuk Mohd Zahir Hussain said: "The buses, that run throughout the city centre, is already attracting people on board. Many enjoy sitting on the upper deck to have a better view of the city.”

Zahir also said the advertising revenue would help the bus industry.

"Buses are not easy to maintain. They are on the streets 17 hours a day, covering thousands of kilometres,” he said.

"Peak hour or not, we are still running on non-profitable routes to ensure the public has transportation to other areas.”

He said from the 37 double-decker buses plying in the Klang Valley, 17 would be passing the high-traffic KLCC area.

Redberry chief operating officer and Malay Mail group editor-in-chief Datuk Wong Sai Wan said the initiative was an effective marketing platform as it would catch public attention.

"Imagine being caught in a traffic jam and looking at these new buses with ads, and every three kilometres, you come across another one,” Wong said.

"The message would be reinforced to the public several times.”

He said the latest approach in branding was unlike the usual form of advertising one comes across when taking the bus.

"Advertising in the bus would only be viewed by about 50 passengers, while a bus wrapped with a big ad would draw thousands of eyes,” Wong said.

He said a new advertising agreement between Redberry and Prasarana, which would run up to 2019, was signed on June 1.

The 10 double decker buses wrapped in Macao Tourism ads will pass five major routes, namely Pandan Mewah-KL, Seksyen 2, Shah Alam-KL, Sri Muda-KL, Kajang-KL and Sungai Long-KL.

The 4.2m-tall Alexander Dennis Enviro 500 diesel double decker buses have 83 seats and offer standing space for 25 people. They are equipped with a screen to notify passengers on the number of available seats on the upper deck.

The buses costs RM1.4 million each, and are disabled-friendly and fitted with security cameras.

It is able to carry up to 50 additional passengers compared to a normal RapidKL bus.