TheStreet floods outdoor sites

The latest ’biggest ever outdoor campaign booked by a dotcom’ will hit the streets early next month to support the launch of financial website TheStreet.co.uk.

The latest ’biggest ever outdoor campaign booked by a dotcom’ will

hit the streets early next month to support the launch of financial

website TheStreet.co.uk.



The outdoor blitz includes London Underground posters booked through

TDI, as well as around 400 premium 96-sheets from Maiden, More and JC

Decaux/Mills & Allen. The dotcom has also taken an entire glass wall at

the Eurostar terminus in a deal arranged by ambient specialist Media

Initiatives.



Additional activity includes buying space on entire DLR and Piccadilly

Line trains, as well as LED six-sheets showing stockmarket prices at

Underground stations.



Together with a press campaign, the outdoor push will bolster a

three-month online campaign that began on 15 February. Motive

Communications is handling planning and buying, while creative has been

devised by Mustoe Merriman Herring Levy.



’Many dotcoms are using outdoor, particularly 48-sheets, but we believe

the package we’ve bought will enable us to achieve standout,’ said Steve

Parker, manager of Motive Outdoor Services. ’While things like this are

always difficult to prove, we’re reasonably confident that this is the

largest campaign of its type.’



The last ’biggest ever outdoor campaign by a dotcom’ was run by another

financial site - FTYourMoney.com - and also bought by Motive

Communications (Media Business, 24 January).



TheStreet.co.uk is a version of TheStreet.com, which has become one of

the best known financial websites in the US since its launch in

1996.



Aimed at the private investor - of which there are some 80,000 in the UK

- it provides market information, analysis and news, as well as insights

into particular stocks.



The UK site’s sales director is Rob Avis, who moved from Emap Business

Communications in November, where he was group advertisement manager at

Emap Finance. He is supported by sales executives Jason Barnes and Gary

Brydon and ad technician Amant Joshi.



Avis said he would recruit an additional sales person before Easter and

possibly two more in the summer.



The operation is headed by Claudia Jay, who became managing director

last autumn (Media Business, 20 September). She was previously head of

development at FT.com. At the time, she described TheStreet as ’rather

irreverent compared with the rather straight, dry news services’ UK

investors were accustomed to.



TheStreet scored a coup when chancellor Gordon Brown gave his first ever

online broadcast on the site.



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