When 97% of the population of a city rides the bus, you know outdoor has unique power, and when that city is Beijing with its 16,000,000 daily residents and visitors, the number of eyeballs adds up real fast. Leading the market, Continental Airlines via Firestone Media Group, has booked the biggest outdoor bus campaign ever seen in Beijing by a US carrier. It rolls out in September and runs through peak traffic months of October and November 2006.

Concentrating on Beijing's inner rings where the business and financial community is concentrated, the Continental campaign will impact business travelers, with a spill over of tourists who flock to the inner rings for shopping, site seeing and government work.

According to Continental Airlines strategy, bus wraps that cover two sides and the back were chosen for maximum impact. As leaders in the market they are aggressive about maintaining their position and see bus wraps on key routes as a premier tool. -by Jeff Wolfman CEO Firestone Media Group

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