Smith Directories rolls out bus campaign through TDI

The most jaded Londoner could have been forgiven for doing a double-take when a large, purple figure appeared in front of them on the street.

The most jaded Londoner could have been forgiven for doing a

double-take when a large, purple figure appeared in front of them on the

street.



The magenta-clad executive was drafted in for the launch of a bus-rear

advertising campaign promoting the business website

SmithDirectories.com.



Smith Directories is running a pounds 2 million national campaign

through TDI.



It has booked 500 lower bus rears in London, Birmingham and Manchester,

and an additional ’mega rear’ in the Capital to guarantee high

impact.



The bright magenta ads, created inhouse by Smith Directories, have been

designed to be as intrusive as possible. This was demonstrated during

the launch when the mega-rear bus cruised through the City, accompanied

by the magenta man and several identically dyed women handing out

postcards and balloons.



TDI said the mega-rear would run for four months on the Number 25 bus

route straight through the City, targeting Smith Directories’ key market

of business people.



SmithDirectories.com is described as a ’a virtual bookshelf of

industry-specific directories and useful links ’.



Mike Oakley, marketing director at Smith Directories, said: ’Bus

advertising gives us a rare opportunity to raise awareness right in

front of our core audience.’



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