JCDecaux Secures Brand For Pagoda Site
JCDecaux has secured the recently launched Michelin Group subsidiary, ViaMichelin UK, as the first advertiser to use its new Cromwell Road “Pagoda” site.
The site, which has both a backdrop for conventional poster advertising and a stage area for showcasing actual products, features a giant model of the Michelin Man as well as ViaMichelin representatives distributing cards and promotional items.
Commenting on the campaign, Rebecca Irani, UK marketing and communications manager at ViaMichelin, said: “The Pagoda is a great opportunity for us to promote our travel services in front of the largest number of the most relevant audience for our brand – people in their cars. The fact is that it’s an interactive advertising opportunity matches very well with the interactivity of the ViaMichelin website.”
As well as the Pagoda site, which was booked by BrandConnection through Posterscope, the ViaMichelin campaign includes national press advertising and online activity.
Last week JCDecaux Airport secured Bacardi as the first brand to use its new Holographic Media advertising system in Heathrow airport (see JCDecaux Airport Gets Holographic With Bacardi).
JCDecaux: 0207 298 8000 www.jcdecaux.co.uk
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