Bardeg cards target trendy twenties

Boomerang Media, the free postcard company, is offering advertisers access to Britain’s ’ABC1 style leaders’ via a distribution network of 400 trendy bars.

Boomerang Media, the free postcard company, is offering advertisers

access to Britain’s ’ABC1 style leaders’ via a distribution network of

400 trendy bars.



The nationwide network, named Bardeg, will open for business in

February. Boomerang is claiming that clients could reach up to 1.6

million ’socially active, affluent early adopters’ with a core ABC1,

20- to 35-year-old profile through Bardeg every fortnight.



Advertisers can choose to run one-month or two-week postcard campaigns

on a regional or national basis.



Boomerang has handpicked the outlets based on ’popularity, critical

acclaim, design and ambience’ and the fact that each has an average of

1,500 customers a week.



Names in the Bardeg network include London’s Alphabet, voted best bar by

the Evening Standard, and Glasgow’s Pivvo Caffe, winner of the 1999

Scottish Bar Awards, although more mainstream chains such as Slug and

Lettuce are also on the list.



Boomerang’s managing director Garfield Smith said the move was designed

to capitalise on the rapid expansion of the UK bar sector and its

’immense following by twenty- and thirtysomethings’.



’We visited literally every bar in the country and were amazed to find

that no coherent media product exists that successfully targets this

important and growing audience,’ said Smith.



However, there are already two postcard advertising outfits distributing

in the UK’s bars. The first - Cardguide - has been targeting the same

profile of ’style leaders’ in 250 venues, including London’s Circus and

K-Bar, since 1992. The second and biggest operator is Freecards which

distributes in 900 more mainstream bars such as the Dome. Freecards

claims to offer advertisers a ’captive audience’ of pounds 3.5 million

consumers a month.



Bardeg is Boomerang Media’s fifth distribution network in five years.

The company, which distributes over 220 million cards a year, displays

the medium in cinemas, universities, private health clubs and secondary

schools.