Viacom Outdoor has announced an expansion of its national rail business following new contract wins with FirstGroup plc.
The new contracts will see Viacom Outdoor manage all poster sites at stations operated by First Greater Western and First Capital Connect, franchises of FirstGroup.
The FirstGroup contract was previously held by poster specialist, Maiden Outdoor, which is currently investigating “strategic options” ahead of a possible sell-off later this year.
Amongst the benefits offered by the new contracts is an increased presence for Viacom within London, giving the company access to commuter routes into the capital, the West Country and the M4 corridor. The deal also covers stations outside the capital.
Viacom Outdoor’s share of the UK rail market will increase to almost a third, excluding its London Underground contract, as a result of the FirstGroup contract.
Commenting on the win, Jason Cotterrell, national rail franchise director at Viacom Outdoor, said: “We are delighted to build our position in the National Rail market place, we now manage advertising on three core commuter networks into London, and offer a comprehensive presence across the rail landscape in the rest of the country.
“The stations outside of London offer advertisers an ideal opportunity to reach affluent consumers on the move. We’re also very pleased to be able to offer even greater and more rounded media assets in the capital.”
Karen Boswell, customer services director at First Capital Connect, added: “Viacom Outdoor has a fantastic reputation, both within the marketplace and throughout the FirstGroup. We’re pleased to be able to extend what has been a fruitful relationship with the addition of these new franchise contracts.”
Viacom Outdoor, recently renewed its prestigious contract with the New York City Transportation Authority to handle all display advertising on the New York subway (see Viacom Outdoor Renews New York Subway Contract).
The ten year deal will give Viacom Outdoor access to 1,600 urban panels, significantly increasing the division’s street furniture inventory in New York City and giving the advertising firm access to 1.4 billion subway users every year.
The business also recently announced that it had spilt itself into two companies, CBS Corp and Viacom, with investors getting one CBS share and one Viacom share for each two of Viacom they own (see Viacom Splits Into Two).
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