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
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.