Client Background
RAILCOP, in collaboration with the Ministry of Railways Pakistan, sought to create new income opportunities through the commercial utilization of unused spaces across the national railway network. The project, named “Railway Branding”, was initiated to convert these underutilized assets into profitable advertising and branding spaces.
The Goals
The core objective was to generate sustainable revenue from empty and idle spaces across all railway stations in Pakistan. These spaces had remained commercially unexplored despite having significant potential due to their visibility and daily footfall.
The Ministry of Railways partnered with Ryzels as a consulting agency to create a complete strategy for this nationwide project.
Our Approach
Ryzels developed a comprehensive digital performance strategy targeting two key areas to meet Diamond Paints’ objectives.
1. Performance Marketing
Ryzels undertook the responsibility of designing a comprehensive space utilization and branding plan tailored specifically for Pakistan Railways. The approach included:
- Conducting detailed site audits of all relevant locations
- Measuring and documenting every available space with precision
- Categorizing spaces by medium, size, and type
- Calculating daily footfall and exposure potential for each space
- Developing a structured and scalable plan for monetizing over 400 railway properties
The plan was designed to cover a wide range of properties, including:
- Major railway stations
- Side stations
- Railway crossings
- Other railway-owned properties suitable for branding and advertisement
The Results
Although the project is ongoing, the work done by Ryzels has already positioned Pakistan Railways to unlock significant new revenue streams. The strategy ensures:
- Every space is accurately valued and prepared for advertising
- Brands can confidently invest knowing the reach and visibility metrics
- Pakistan Railways maximizes income from its vast network without additional infrastructure investment
Over 400 locations are scheduled for branding, creating a scalable framework that will deliver long-term benefits to both Pakistan Railways and advertisers seeking high-visibility platforms.
Conclusion
The successful partnership between Diamond Paints and Ryzels demonstrates how a clear and focused digital strategy, blending data-driven marketing with effective website management, can deliver measurable success. The project led to meaningful improvements in both marketing performance and digital infrastructure.
Ryzels continues to work alongside Diamond Paints to help the brand reach new milestones and maintain strong growth in the evolving digital landscape.