Maiden lands 16 shopping mall contracts

Maiden Outdoor has won 16 contracts to sell poster sites in shopping malls - and looks certain to be in the frame to run an outdoor operation at the giant Bluewater shopping centre in Kent.

Maiden Outdoor has won 16 contracts to sell poster sites in

shopping malls - and looks certain to be in the frame to run an outdoor

operation at the giant Bluewater shopping centre in Kent.



The new deals - with malls such as Whiteleys in London and the Harlequin

Centre in Watford - take Maiden’s portfolio of malls up to 59. Maiden

now sells posters in nine of the top 20 shopping centres in the UK and

in 37 of the top 100. ’We’re the only major player in this market,’ said

Alex Ward, Maiden sales director, ’and it’s a great market to be

in.’



Among others, Maiden can offer advertisers sites in the MetroCentre in

Gateshead, Lakeside at Thurrock, the Victoria Centre in Nottingham and

the Trafford Centre in Manchester. The outdoor independent calculates

that it has a footfall of more than 26 million visits per fortnight.



BMRB/Mintel research shows that 50.4 per cent of all Saturday retailing

now takes place in malls, while 45 per cent of ABs have used malls in

the previous year.



’It’s a great place to catch working women,’ said Maiden’s sales

director Alex Ward. ’You also get a lot of better-off families and

plenty of young people, who are attracted to the many entertainments now

provided in these centres.’



The sites will be sold by Maiden’s out-of-car sales group, headed by

Jonathan Ratner and Richard Rowley. As well as offering national

campaigns, Maiden will also offer two targeted packages. The Boots Pack

reaches shoppers in close proximity of Boots, Superdrug and Lloyds the

Chemist, while the CTN Pack targets shoppers near outlets of WH Smith

and John Menzies as well as independent newsagents.



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