Outdoor Specialist Makes Local Connection

Planning group Outdoor Connection has announced the launch of a new division called Local Connection in a bid to target local advertisers. Operating from the group’s London office the new branch will attempt to increase outdoor advertising’s market share in areas that do not see it as a primary medium and opt instead for local press and radio.

Joint managing director Andrew Allerton today revealed that the group will offer special initiatives to attract the regional adspend, including reduced rates and extended options periods for local companies. Commenting on these ‘added value packages’ company CEO Carole Kerman said, “The advertisers we’ll be targeting won’t have the biggest budgets but they do spend a lot in the regions.”

The new team will be headed up by Lisa Lyte until a permanent planning director is appointed. A successful response to the initiative will also see the recruitment of a further two planning managers.

The group’s joint managing director, Andrew Allerton, insisted that a large number of media owners are in support of the initiative, saying “Local Connection will give greater focus and higher stature to regional advertising, which is an important and often neglected part of the outdoor market.”

Outdoor Connection: 020 7307 9700

Subscribers can access further information on Outdoor Connection and other outdoor companies by selecting “Outdoor” from the drop-down box at the top of this page.