Thanks to all the members of 13 HUMANITY for their input and hard work to make it possible.

1. Revenue Generation Model
Highest coverage at lowest premium
PAKISTAN RAILWAYS

2. PAKISTAN RAILWAYS
In today’s world marketing of the brand is the prime need of all brands
and it is proven to be the effective revenue generation avenue for the
railways around the world.
Pakistan railways owns 167,690 acres of land having 7791 KMs of Route
from Karachi to Torkham with 11,881 KMs of track and 454 stations
(Excluding Halts). Pakistan railways catered 60 million passengers during
last fiscal year.
We as a company have prime contacts in Medical, Pharmaceutical &
FMCG companies who are willing to promote there brands on the
prescribed marketing plans.
Our Innovative and effective advertisement programs shall
Include the following marketing plans;

3. Phase Details
Phase 1
1. Train Branding (Exterior/ Interior)
2. Public Address System

4. 1. Train Branding
A. Exterior (Full/ Partial)
Wrapping of an entire couch (Partial)
or even a train (Full)
B. Interior (Full/ Partial)
1. Seat covers
2. Dining tables
3. Side walls of cabins
4. Entrance/ Exit

5. 2. Public Address System
The audio ad will be played along with railway platform
announcements.

6. Phase Details
Phase 2
Development of New Areas
&
Uplifting the outlook of existing shops

7. 3. Development of New Areas
The food court will be developed in collaboration with multinational &
National Brands on selected stations.
The existing Shops/ Kiosks outlook will be uplifted by the branding
companies.

8. Phase Details
Phase 3
1. Station Boards
2. Bill Boards over identified sites

9. 4. Station Boards
Placed at vantage points at stations across platform at uncluttered
ambiance to the captured audience.
Highly economical compared to highway hoardings and other media.

10. 5. Bill Boards
The bill boards will be displayed at followings;
1. City Lands & Platform 2. Waiting Halls 3. Ticketing Counters
4. Foot Over Bridge (Entrance/ Handrails) 5. Uni-poles/ Pillars

11. Phase Details
Phase 4
1. Dual Display Information System
2. LED TV Commercial Display

12. 6. Dual Display Info System
High Definition 20 Inch monitors mounted at the ticket & reservation
counters where the large audience is captured in long queues.
1/3 space at the bottom displays ticketing information of the passengers
while the 2/3 space displays video ads (Without audio).

13. 7. LED TV Commercial Display
Ads will be broadcasted mixed with scrolling & breaking news to keep
audience attached to it. LED TVs will be live streaming enabled.
Additional audio speakers support can be added to it to offer more
pleasurable hearing experience.

14. Working Model
The Pakistan Railways will outsource the identified sites & marketing
works to the organization “13 Humanity” for 10 years.
We shall contact and pursue the companies to develop the
infrastructure as per mutually agreed layout on the complete network
within mutually agreed extended time period.
The company (doing their advertisements) will Build, Operate & Transfer
the infrastructure to Pakistan Railways after two quarters of being
operational. The Pakistan Railways will start receiving the revenue
against the sites after taking custody of sites (Third quarter onwards).
13 Humanity shall collect the revenue, deduct its 25% share as
turn-key service provider & Submit the 75% revenue to
Pakistan Railways.

15. Monthly Revenue Potential
The phase-wise monthly revenue potential, once completely
implemented, is estimated to be as follows;
Phase 1: PKR 177 million
Phase 2: PKR 6 million
Phase 3: PKR 157 million
Phase 4: PKR 15 million
Total Revenue Potential once all the phases are implemented is
estimated to be as follows:
Monthly: PKR 355 million
Yearly: PKR 4 billion 260 million
The significant increase in this revenue potential can be
observed, if the collaboration is streamlined to perfection.

16. Open House

17. Closing with Thanks