OAA Launches Poster Campaign To Promote Outdoor
The Outdoor Advertising Association (OAA) is to promote outdoor as a medium with the launch of the industry’s first joint initiative advertising campaign for more than ten years.
The Proving Outdoor Works campaign will launch later this year with a heavy focus on 48-sheet poster sites. A range of formats including banners, bus shelters and mega-poster sites, will also be used to reflect the diversity of outdoor advertising.
Maiden Outdoor’s managing director and non-executive chairman of the OAA, David Pugh, explained the campaign is about demonstrating the importance of outdoor in the marketing mix. He said: “We’re not complacent about the growth the outdoor industry has enjoyed and we want to ensure it continues.”
It is understood that the various sites have been donated by contractors who are members or associate members of the OAA.
The campaign represents the first sign of industry-wide co-operation since the OAA restructured last year and Pugh said that other initiatives, including a joint research project, will follow in the future.
Last month the OAA announced plans to develop and manage a new poster performance reporting system in association with ISBA and the IPA. The system will collate information submitted from outdoor media owners to allow buyers and clients to keep track of their campaigns (see OAA Unveils New Poster Reporting System).
The latest figures from the Advertising Association reveal an impressive performance for outdoor advertising, which saw adspend increase by 16.8% year on year in the first quarter of 2003 (see War In Iraq Slows Growth In UK Adspend).
It has been suggested that this strong performance is due to the “last gasp” of the tobacco industry. However, Bill Wilson, operations director of the OAA, puts the growth down to increasing accountability and professionalism within the industry.
Outdoor Advertising Association: 0207 973 0315 www.oaa.org.uk
Recent Outdoor Stories from NewsLine Maiden Secures £20m Outdoor Contract For Manchester Viacom Outdoor To Capitalise On International Sales Alban Launches UK’s Second Largest Outdoor Buying Point
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left