MegaPoster To Spearhead Giant Castlemaine Push
Giant outdoor advertising specialist MegaPoster has been selected by popular beer brand Castlemaine XXXX to form the basis of a massive nation-wide advertising push.
The FMCG brand will use MegaPoster sites in Bristol, Cardiff and Brighton over the next month as it moves to market itself on a large scale.
The adverts have several executions, all building on Castlemaine’s established Australian marketing theme. Among the adverts to be used in the campaign is a billboard featuring a truck in the Australian outback, separated from the nearest pub by a large herd of sheep, underlining that nothing should come between the customer and the beer brand.
The adverts will appear at MegaPoster sites at Barton House in Bristol, West Canal Street in Cardiff and The Quadrant in Brighton. Each site benefits from high volumes of passing traffic and pedestrians, with the locations in Cardiff and Brighton situated close to several bars and restaurants.
Commenting on the contract win, Ian Bohn, sales and marketing director for Megaposter UK, said: “These sites provide excellent examples of how giant banners can reach specific targeted audiences at times when they are in buying mode.”
The creatives for the new campaign will be created by BBH, while the sites were secured by media agency Starcom Motive and poster specialist Poster Publicity. The campaign will use six sites in total with MegaPoster providing three.
The move follows a similar deal between MegaPoster and drinks brand Bacardi earlier this month. The deal saw the two companies unveil a massive national poster campaign, spearheaded by a four site package in Manchester, Leeds, Liverpool and Bristol provided by MegaPoster (see Bacardi Picks MegaPoster For Outdoor Marketing Blitz).
Advertisers marketing alcoholic drinks may soon be forced to invest more in outdoor and print advertising as media regulator Ofcom prepares to revamp its guidelines on television advertising of alcohol. The move could outlaw several existing campaigns, banning any commercials which glamorise or trivialise alcoholic products (see Ofcom Calls Time On Loosely Regulated Alcohol Adverts).
MegaPoster: 020 7960 6037 www.megaposter.co.uk
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