Agencies Target Women “Discreetly”

Advertising agencies, Admedia and Fitting Exposure, are giving advertisers the opportunity to reach consumers in a one-to-one environment with initiatives that target women in washrooms and shop fitting rooms across the UK.

Washroom advertiser Admedia, has launched “Response-its” to target female consumers in what it describes as “discreet surroundings.” Pharmaceuticals company Pharmacia is the first to take advantage of the new initiative which allows consumers to tear information from the bottom of A3 posters situated in toilet cubicles.

Posters featuring “Response-its” will be launched in female washrooms of shopping centres around the country.

Joshua Spanier of Zenith Media, said: “Response-its enables us to reach women nationally, yet discretely and within the perfect creative environment. The tear-off strips allow women to take information away with them which can be used later to find out more.”

Fitting Exposure, which specialises in changing room media, also plans to target women in an “intimate” environment with a campaign for Columbia Tristar films, which hopes to reach more than 2 million female consumers using fitting rooms in Miss Selfridge stores across the UK.

Sales Director Greg Ravillious, said: “Through changing room media we offer focussed gender-specific targeting and a highly receptive audience who are in a buying frame of mind, with a dwell time of 5 to 15 minutes.”

The company, which has already handled campaigns for Garnier and Fudge Haircare, plans to expand its service into TopShop, Dorothy Perkins and Warehouse stores within the next six to twelve months giving advertisers access to 10,000 A3 size advertising panels.

Admedia: 020 7580 3633 www.admedia-int.com Fitting Exposure: 01372 818579 www.fittingexposure.co.uk

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