Trash Media initiates ads on bins

By JONAH BLOOM, campaignlive.co.uk, Monday, 22 November 1999 12:00AM

Rubbish bins adorned with advertising panels are to become the latest ambient medium used by advertisers to lure the public.

Rubbish bins adorned with advertising panels are to become the

latest ambient medium used by advertisers to lure the public.



Trash Media has secured thousands of sites across the UK where ’media

bins’ carrying four ad panels will be placed. The company will provides

site owners with a bin and a share of the advertising revenue in return

for each site.



Anthony Clews, chief executive of Trash Media, said he plans to

distribute 8,000 bins carrying 32,000 panels across the country.



The launch of the Trash Media venture has taken two years to prepare

with the first 250 bins due to go out over the next couple of weeks.



Trash Media has set a target of installing 6,500 bins carrying 26,000

panels by March 2002.



Advertisers signed up for media bin exposures include Coca-Cola, Walkers

Crisps, Kit-Kat and Burger King.



Local authorities have also proved receptive to the idea, with the

representatives of 40 towns and cities signing up for the bins, and

another 36 towns discussing the possibility. Other site owners include

Whitbread Inns, Granada’s Little Chef and Travel Lodge and the Wildfowl

& Wetland Trust.



Clews next hope is to penetrate the elusive London bin market as soon as

possible. However, peace in Ireland is an important prerequisite for the

success of this part of the business plan.



The various IRA bombing campaigns that targeted the capital resulted in

the removal of the majority of public bins during the 1980s and 1990s.

Few of the bins have been replaced, despite the ongoing peace process in

Northern Ireland.



Clews said he believed the London bin market could benefit from

increased public confidence if the current negotiations over

decommissioning are successful.



The Freeman family, private investors who put their money into a range

of property and niche businesses, have acquired a controlling stake in

Trash Media and will make a substantial investment in the business.

Clews said there were already plans to expand the business

internationally.



This article was first published on campaignlive.co.uk

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