Transport company Knutsford Express is moving to add revenue from advertising sales via headrest promotions for companies selling goods and services.

The ads will take the form of branded headrests. The target market includes a demographic which the company says “understands and appreciates premium high-quality service and is prepared to pay for it”, as the promotional package shared with the Jamaica Observer said.

On a monthly basis between 18,000-20,000 commuters travelled across the island via Knutsford Express in 2015. These numbers, said the advertising company responsible for the marketing push, Blackslate Media, are set to increase in 2016.

Knustford transports passengers on more than 20 routes islandwide weekly, averaging six departures and arrivals daily.

Blackslate observed, “Depending on the route, many spend anywhere from 90 minutes to 120 minutes sitting facing for the most part the back of the headrest in front of them,” it was noted.

Blackslate said the demographic and social profile of these commuters include local and international visitors; business executives and decision makers; travellers with significant disposable income and who also “understand and appreciate premium high-quality service and are prepared to pay for it.”

Attempts to determine revenue being targeted were not successful. Started in 2006, Knutsford currently earns from passenger fares, courier services and private charters.

First-quarter revenue for the transport company for the period ending August 31, 2015 was up 39 per cent, from $103.3 million in August 2014 to $143.2 million. This was mainly due to growth in passenger travel, the company said. Net profit for the period climbed from $18.6 million year over year to $35.7 million for the quarter.