Adshel Launches New Wet Ad Format For Dockers Campaign

Adshel has launched a new water-filled advertising format to promote the new moisture resistant trousers from Dockers.

The new Adquarium panels feature a pair of Dockers suspended in water and will appear at selected Adshel bus shelters, which have been fitted with specially designed water-tight seals.

Commenting on the new format, Adam Butterworth, sales director of Adshel, said: “This was a very ambitious special build that used cutting-edge technology to achieve a quite spectacular effect. It’s eye-catching, it gets the message across in no uncertain terms and proves how creative you really can be on bus shelters.”

The special ads will appear at 10 different sites across London, including Oxford Street and Knightsbridge. The initial campaign will also be supported by Taxi Media, which has supplied 130 cabs with special water-filled tip-up seats. The cab seats, which feature a picture of the trousers, will run until the end of May.

Earlier this year Adshel secured the first 15-year street furniture contract for Liverpool, in a deal worth £6.5 million (see Adshel Secures Liverpool’s First Street Furniture Contract).

The outdoor industry has been performing well recently and the latest figures from the Advertising Association show that the sector saw expenditure increase by 1.9% year on year during 2002 (see Outdoor Growth Boosts UK Adspend During 2002).

According to research from Concord, the growth in outdoor advertising is being driven entertainment and media companies, which now account for one fifth of the sector’s total revenue (see Entertainment And Media Brands Drive Outdoor Growth).

Clear Channel: 0207 478 2928 www.clearchannel.co.uk

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