Maiden in initiative to entice advertisers in summer months

Maiden Outdoor has unveiled a new initiative to try and lure

advertisers onto poster sites during the normally quiet summer

months.



The outdoor company has come up with a promotion, which will run during

July and August, offering advertisers a high-profile outdoor package

which will be paid for according to its success.



Maiden Outdoor has come up with two 'power packs' featuring 48-sheet

packages of 3,000 panels from its roadside portfolio and across its

railway station franchise. The packages are designed to create high

impact, with a 58 per cent reach of ABC1 adults over a two-week

period.



Advertisers will pay according to the performance of these sites. They

will pay the agreed price only if their campaign objectives, measured by

research, are achieved. The packages will include the cost of

research.



David Pugh, the managing director of marketing and sales at Maiden

Outdoor, said: 'This is a bold and confident move to make, which

demonstrates our belief that outdoor works. One of the key themes for

the Outdoor Conference in Barcelona this week will be effectiveness; we

want to use this initiative to demonstrate that poster advertising

works.'



The basis of this package follows on from a successful point of sale

outdoor campaign in supermarkets, which Maiden has run for the past two

years. According to Maiden's director of sales, Martin Kearns, all the

advertisers which took advantage of the promotion have experienced a

positive sales effect.



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