Outdoor Connection Rolls Out 48-Sheet Polo Campaign

Outdoor Connection’s regional planning division, Local Connection, is launching a poster campaign to promote the new Volkswagen Polo in the London area.

The campaign, which comprises 212 48-sheet posters, launches this week and will run for two months targeting an ABC1 audience. The creative, designed by BMP, is intended to raise brand awareness of the new Polo and increase traffic to Volkswagen retailers in the Greater London area.

Commenting on the campaign, Leigh Christopher-Morris, account manager at Local Connection, said: “The 212 sites were handpicked to ensure maximum exposure to our target audience. One of the benefits of planning regional campaigns of this scale is that we get to see the results of the campaign very quickly.”

Toby Sellers, account manager at BMP, added: “The objective of the campaign was to deliver a high level of awareness regionally, through what is effectively a medium-weight London-wide campaign, while also delivering a personalised communication within each of the individual sales territories”

Recent figures from the Outdoor Advertising Association show that revenue for the second quarter of 2002 declined by 1.9% year on year to £173.6m. However, this represents a steady improvement from the 10.9% year on year drop in first quarter of 2002 and Alan James, chief executive of OAA, expects to see signs of improvement over the next six months (see Outdoor Advertising Association Sees Signs Of Recovery).

Outdoor Connection: 020 7307 9700 www.outdoorconnection.gif

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