Pioneer To Target Consumers On The Move

Pioneer is to promote its car navigation equipment with a nationwide truck and service station advertising campaign targeting motorway drivers.

Each lorry ad provides the equivalent of two 96-sheet posters and a rear-equivalent of a 16-sheet poster. The truck ads will be supported by 48-sheet posters, which will run in service stations across the UK until February next year.

The campaign was booked by McCann Central through Portland Outdoor Advertising and is being run by outdoor truck advertising company, In Your Space, which has also run promotions for Easyjet, ThamesLink Trains and Chiltern Railways.

Nick Lindwall, new business director of the group, commented: “The two Pioneer campaigns running side-by-side are an ideal way to promote these products to the target market of motorists.”

According to In Your Space, mobile outdoor advertising is becoming increasingly popular given that the UK has the most congested motorways in Western Europe, with traffic volume increasing by 400% since 1960.

Earlier this year the companies involved in UK truck advertising came together to produce an impartial website, www.truckadvertising.co.uk, designed to promote the medium (see New Website To Promote Truck Advertising). The site discusses topics including production rates, materials used in campaigns, booking periods, and includes statistics and contacts for the sector.

In Your Space: 01430 801080 www.inyourspace.co.uk

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