Translucis Considers Expansion Into Retail Arena

Translucis, the digital media company that runs a network of plasma advertising screens in pubs and clubs, is considering plans to move away from its drinks-based origins and onto the high street.

According to Sue Aitken, marketing director at Translucis, the company is currently holding talks with a number of retail clients and is looking to expand its network into high street stores. She said: “One of the next stages in our development is to move out of the drinks arena and into other areas.”

Aitken explained that any expansion into retail outlets would not involve the extension of the company’s Magnetic Network (see Translucis Unveils Magnetic Brand), which currently operates in around 250 bars across the UK. Instead, the company would concentrate on developing tailor-made digital media channels for specific clients.

In the past Translucis has run campaigns for a number of retail advertisers, including Virgin Mobile and Xbox. However, this week the company secured its first toiletries brand in the form of Unilever’s Lynx. A series of specially created ads have been designed to promote the brand, using more risqué material than the current TV ads.

Translucis, which claims to reach around 1.3 million consumers each week (see Translucis Ad Screens Prove Magnetic), recently secured a broadcast deal with Channel 4 to screen Big Brother in bars and clubs across the country (see Translucis Brings Big Brother To Bars And Clubs).

Translucis: 020 7016 0000 www.translucis.com

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