CBS Outdoor Takes Rail Business From Titan
CBS Outdoor has won £13.5 million worth of business from Titan Outdoor following a series of advertising contract wins, including a five-year contract with train operating company Northern Rail.
CBS Outdoor, which was recently rebranded from Viacom Outdoor (see Viacom Outdoor To Rebrand In New Year), will from next week market and manage advertising sites at all 472 stations operated by Northern Rail, which include stations within major cities such as Leeds, Liverpool, Newcastle and Manchester.
A substantial six-figure investment programme will buoy revenue growth by CBS Outdoor, developing new advertising opportunities and poster sites. CBS Outdoor says its national rail revenue has doubled over the past 12 months following the win of the two FirstGroup rail franchises and substantial revenue growth from existing rail contracts on the back of significant investment.
“CBS Outdoor has demonstrated an exciting and dynamic approach to Outdoor advertising, which has captured Northern’s imagination and highlighted the possibilities available to expand the advertising portfolio across our estate,” said Ian Borthwick, commercial project manager, Northern Rail. “Northern is delighted to award this contract to CBS Outdoor, and we look forward to great results.”
Andrew Oldham, COO of CBS Outdoor UK and Ireland, added: “This win is a fantastic addition to our National Rail portfolio, with coverage now across the whole of the UK. Over the last two years we have taken over a series of underperforming contracts and turned them around.
“We have significant investment plans or do the same with this network – principally creating robust commuter packages for Leeds and Manchester that will enable advertisers to capture and captivate consumers on the move in these key cities.
“CBS Outdoor continues to take a market leadership stance in product investment across our entire transport media portfolio, as we are demonstrating in our transformation of the London Underground”.
In the UK, CBS Outdoor sells advertising on buses, trams, and national rail media and the London Underground, for which it won an eight-and-a-half year contract mid-2006 (see Viacom Clinches Tube Contract). The company said that the renewal of the contract would ignite a digital revolution in Outdoor advertising (see Viacom Tube Contract To Lead Digital Ad Revolution).
CBS Outdoor: www.cbsoutdoor.co.uk