Chariot marketing arrives in the Middle East

Dubai-based Vesta Group is offering Middle East advertisers the chance to return to Roman times, after launching its Segway Human Transporter chariots.

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By  Tim Addington Published  October 13, 2005

Dubai-based Vesta Group is offering Middle East advertisers the chance to return to Roman times, after launching its Segway Human Transporter chariots. The company has the exclusive rights to distribute the self-balancing transportation system for the Middle East and Africa and has also obtained the franchise to place advertising on the front of the device from Chariot Media. Steven Brown, CEO at Vesta, and its subsidiary Chariot Ventures, said: “Most advertisers are looking for innovative solutions to promote their products and the chariot is a unique medium which attracts attention and gets people talking.” The rental charge for each unit is US$900 a day, which includes the operator and wrap around advertising skin, but excludes any third party costs. Brown said that he anticipated advertisers would hire them over a three to five day period. As well as plain advertising, Chariot Ventures will shortly be introducing an illuminessent model, a version that is equipped with speakers and one that has a 19” LCD monitor on the front. The company recently lost out on US$45,000 in ad revenue after organisers of the Gulf Information and Technology Exhibition banned the chariots from being operated around the IT show. Dubai Internet City and Intel had intended to use the two-wheel devices to publicise their presence at the show, and Vesta planned to use the event as a soft launch for the Segways. The company will now use the upcoming Media and Marketing Show in November as the hard launch of the devices.

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