The latest ’biggest ever outdoor campaign booked by a dotcom’ will
hit the streets early next month to support the launch of financial
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
Additional activity includes buying space on entire DLR and Piccadilly
Line trains, as well as LED six-sheets showing stockmarket prices at
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
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.