Admedia has signed up Haymarket in a deal in which the publisher’s
car magazines will be promoted on washroom poster sites in motorway
service stations across Britain.
The washroom ad company will run campaigns for What Car?, WhatCar.com
and Autocar on poster sites designed to target men ’while they are in a
motoring frame of mind’.
Haymarket has booked 650 of Admedia’s A3 sites in men’s washrooms. It is
also using ’impossible to miss’ outdoor six-sheet panels at Granada
service areas, positioned at the entrance of shops and petrol
The campaign, which will appear for a month from the end of February, is
the third Haymarket has run through Admedia. Previous washroom campaigns
have promoted The Net, Stuff, Truck Trader and Bike Trader.
Admedia claims that Truck Trader’s net sales increased by 163 per cent
following the washroom campaign.
According to Admedia, 400 million visits are made to service stations
each year and the average visit lasts 28 minutes.