Maiden Selected As Preferred Bidder For Rail Contract
Outdoor advertising giant Maiden Outdoor has been selected as the preferred bidder by South West Trains, the largest train operator in the UK, in the battle for control of its advertising contract.
The move is contrary to reports published today which suggested Maiden had won the contract, and will see the advertising heavyweight move into talks with South West Trains over the terms of a renewed contract to cover its numerous outdoor advertising properties.
The battle for control of South West Trains’ business has been closely fought between Maiden and rival outdoor contractor, Viacom Outdoor. However, Maiden has emerged in the lead and must now negotiate acceptable terms with the rail operator for completion of the deal.
Commenting on the move, David Pugh, managing director of Maiden Outdoor, said: “In December there was a tender for a new contract and the principal contestants were Maiden and Viacom. Maiden has, as a result of the tender process, been appointed preferred bidder. What that means is that we will now sit down to negotiate a contract, and if we agree contract terms then we will enter a new contract.”
News of a decision on South West’s new contract is expected within the next two months, with the rail operator’s 178 stations and 1,500 panels offering a tempting prospect to the eventual winner.
Maiden has gone head to head with Viacom Outdoor over several rail contracts in recent months. In October 2004 the company strengthened its rail advertising business with two new account wins with the Go Ahead Group’s New Southern Railway and Thameslink subsidiaries (see Maiden Expand Rail Business With New Account Wins).
However, Maiden suffered a blow earlier last year, after Viacom doubled its national rail advertising business by snatching the company’s £9 million First Rail contract. The five-year contract represented a major coup for Viacom, giving it the exclusive rights to sell all outdoor poster formats on the full range of stations owned and operated by First Group Trains in the UK (see Viacom Doubles Rail Business With First Group Win).
Maiden: 020 7838 4000 www.maiden.co.uk
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