Viacom Outdoor Snatches Third Rail Contract From Maiden
Viacom Outdoor has secured the exclusive £5 million contract to sell advertising on Chiltern Railways in a move that marks the company’s third rail contract to be snatched from rival Maiden Outdoor.
The long-running contract will see Viacom Outdoor take control of advertising sales within the rail operator’s portfolio of thirty stations and on board its trains, which run mainly along the M40 corridor.
The deal with Chiltern takes effect from 19 April and follows Viacom’s acquisition of contracts with Merseyrail and GNER, both of which were previously held by Maiden Outdoor, as was the Chiltern contract.
Commenting on the deal, Andrew Oldham, joint managing director of Viacom Outdoor said: “The Chiltern Railways deal marks a serious step forward for our business. Securing this contract now gives us a significant presence in the rail marketplace and a key foothold in London at Marylebone.”
He added: “Together with GNER and Merseyrail we are now able to offer advertisers an increasing geographical footprint. This high profile appointment increases our share of the TOC media market and demonstrates our determination to be the key player in the rail sector.”
In addition to the standard concourse promotions and exhibitions, Viacom has also secured approval from Chiltern to exploit additional revenue streams, meaning the value of the contract could be increased if Viacom decides to attempt additional ventures within it allotted stations and trains.
David Whitley, marketing manager for Chiltern Railways, said: “Viacom Outdoor’s enthusiasm, dynamism and innovative approach set them apart from their competitors. We are looking forward to working with the Viacom Outdoor team and are confident that they will deliver significant revenue growth over the course of the next few years.”
The deal comes as outdoor advertising celebrates a record year, with recent figures from the Outdoor Advertising Association showing the medium is on course to command an unprecedented 10% market share. The latest research shows industry revenue topping £225 million for the first time in the three months to December 2003 (see Outdoor Results Show Record Growth And Market Share).
Viacom Outdoor: 020 7478 5240 www.viacom-outdoor.co.uk
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