Adshel Secures UK’s Largest Shopping Centre Contract
Clear Channel has secured a £10 million deal with the UK’s largest owner of shopping centres in a move that will significantly strengthen its point-of-sale advertising business.
The company’s Adshel division signed the seven-year deal with Prudential Property Investment Managers, giving it control of 6-sheet posters in 19 major shopping malls across the country, including in the Arndale centre in Manchester and the Causeway centre in Bristol.
It is understood that Clear Channel fought off competition from rival Maiden Outdoor, the biggest player in the retail sector, to secure the contract, which will complement its existing partnership with supermarket chains Sainsbury’s and Somerfield (see Adshel Checks Out Point Of Sale Deal With Somerfield).
Commenting on the deal, Julie France, managing director of Adshel, said: “From an advertising perspective, point-of-sale advertising in shopping centres is immensely powerful, enabling advertisers to target shoppers immediately before they purchase. With Adshel Retail advertisers can influence over 20 million shopping trips every fortnight with high impact sites in major shopping centres.”
Ian Phillips, investment management director for shopping centres at Pru PIM, added: “Key to Adshel’s success was its ability to understand and share our vision for the shopping centres. Through this partnership we aim to enhance the environment for customers while adding value and commercial opportunities for our retail tenants.”
According to Adshel, the deal with Prudential PIM represents the single largest 6-sheet shopping centre contract in the UK. It also includes the Prices Square centre in Glasgow, the Grafton Centre in Cambridge and the Arndale centre in Luton.
Clear Channel’s business development director, Patrick Chaundy, said: “We are absolutely delighted to be working in partnership with Pru PIM. This is a particularly prestigious project and one that offers terrific scope for generating non-retail revenue for the individual shopping centre as well as benefiting tenants and shoppers.”
Earlier this year Adshel secured what it claims is the largest street furniture deal in 20 years, covering bus shelters around the outer circle of Birmingham city centre for the next decade. The deal will bring the firm guaranteed income for the next decade and is expected to generate around £60 million towards shelter upgrades and improvements (see Adshel Secures Ten Year Birmingham Bus Contract).
Clear Channel: 0207 478 2928 www.clearchannel.co.uk
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