2007 Rate Card
Let Us Help You Reach Your Audience!

MARKET
Advertising space is currently available on 55 toll machines on the RMA expressway system. The RMA’s toll machines are located at the Downtown Expressway Toll Plaza, Powhite Parkway Toll Plaza, Forest Hill Interchange, Boulevard Bridge, and various ramps in downtown and in the near west end of the City of Richmond.

This advertising space is positioned approximately at eye level for drivers and is directly over the coin baskets where drivers must look when depositing their tolls.

DEMOGRAPHICS
An average of one million vehicles pass through the RMA’s toll lanes each week. These vehicles represent mobile, affluent customers, most of whom use the expressway system in their daily commute to and from work.

SCHEDULE

• There are 12 one-month slots available for advertising on the toll machines.
• They are available on a first come, first serve basis.
• The slots are based on the calendar months, which range from 28 to 31 days.
• One message will be displayed for the entire time period.
• An additional fee will be charged for rotating messages.

COST

• The cost of a one-month run in all 55 lanes (all toll facilities) is $20,000. Partial runs (one toll facility), when available, are $6,000 per week. This fee is for advertising space and installation.
• Rotating messages (different messages from week to week) will be charged the partial run rate of $6,000 per week. If the message changes every week, the rate will be $22,000 for the month.
• All advertisers will be required to sign a contract for a specific monthly slot.
• Full payment is due prior to the signs being posted.
• All rates are subject to a 15% discount for recognized advertising agencies.
• There will be a discount of 25% for not-for-profit, government, or charitable organizations.

GUIDELINES

• All advertising messages must be clear and concise. Any message that will cause drivers to take an inordinate amount of time to read is prohibited. It is recommended that a corporate logo that is easily recognized and comprehended be used with a short phrase.
• The dimensions of the advertising space is 5-5/8 inches x 17-1/2 inches for 31 locations and 5-1/4 inches x 30-3/4 inches for 24 locations. The thickness of the signs is no more than 3/16 of an inch. Cutouts and three-dimensional "pop-up" attachments are not accepted.
• Complicated or ornate typefaces are discouraged.
• Complex, involved artwork is discouraged.
• Use of photographs is discouraged.
• Color combinations that are designated for official highway signs are discouraged.
• Signs must be delivered ready for display.
• Deadline for submitting signs is 7 days prior to the first day the signs are to be posted. Late delivery will result in an additional fee.
• Signs are to be delivered to the RMA, 919 East Main Street, Suite 600, Richmond, VA  23219.
• The RMA will not be held liable for errors in signs.
• All advertising will be approved by the RMA, with the general manager having final approval.
• Political advertisements will not be accepted.

Advertising on Receipt Paper

SCHEDULE

• There are 12 one-month slots available for advertising on receipt paper.
• They are available on a first come, first serve basis.
• The slots are based on the calendar months, which range from 28 to 31 days.
• One message will be printed on the backs of all the receipts distributed during the time period.

COST
Cost to be determined.

GUIDELINES

• Receipt paper artwork is limited to one color only.
• Artwork must be camera ready.
• Complicated or ornate typefaces are discouraged.
• Complex, involved artwork is discouraged.
• Use of photographs is discouraged.
• Deadline for submitting camera-ready artwork is 90 days prior to the first day of the month in which the receipt paper is to be used. Late delivery will result in an additional fee.
• The RMA will not be held liable for errors in receipt paper artwork.
• Receipt paper artwork is to be delivered to the RMA, 919 East Main Street, Suite 600, Richmond, VA  23219.

To reserve your advertising date,
please contact the RMA at 804-523-3300.

RMA Advertising Sign Distribution

RMA Advertising Sign Dimensions

Miscellaneous:

• Use fade-resistant ink
• Use weather-proof materials (no more than 3/16-inch thickness)
• Allow 1/4-inch border on all sides

Recommended Sign Vendor:
FastSigns
532 East Main Street
Richmond, VA  23219
Telephone: 804-644-7446
Fax:  804-644-7617
E-mail:  digital.30100@fastsigns.com