Rubbish bins adorned with advertising panels are to become the
latest ambient medium used by advertisers to lure the public.
Trash Media has secured thousands of sites across the UK where ’media
bins’ carrying four ad panels will be placed. The company will provides
site owners with a bin and a share of the advertising revenue in return
for each site.
Anthony Clews, chief executive of Trash Media, said he plans to
distribute 8,000 bins carrying 32,000 panels across the country.
The launch of the Trash Media venture has taken two years to prepare
with the first 250 bins due to go out over the next couple of weeks.
Trash Media has set a target of installing 6,500 bins carrying 26,000
panels by March 2002.
Advertisers signed up for media bin exposures include Coca-Cola, Walkers
Crisps, Kit-Kat and Burger King.
Local authorities have also proved receptive to the idea, with the
representatives of 40 towns and cities signing up for the bins, and
another 36 towns discussing the possibility. Other site owners include
Whitbread Inns, Granada’s Little Chef and Travel Lodge and the Wildfowl
& Wetland Trust.
Clews next hope is to penetrate the elusive London bin market as soon as
possible. However, peace in Ireland is an important prerequisite for the
success of this part of the business plan.
The various IRA bombing campaigns that targeted the capital resulted in
the removal of the majority of public bins during the 1980s and 1990s.
Few of the bins have been replaced, despite the ongoing peace process in
Northern Ireland.
Clews said he believed the London bin market could benefit from
increased public confidence if the current negotiations over
decommissioning are successful.
The Freeman family, private investors who put their money into a range
of property and niche businesses, have acquired a controlling stake in
Trash Media and will make a substantial investment in the business.
Clews said there were already plans to expand the business
internationally.
