Viacom Scoops Arriva Trains Contract From Maiden
Viacom Outdoor has landed another of rival Maiden’s prized rail advertising contracts, with the acquisition of the Arriva Trains Wales poster advertising contract giving the company a 25% share of the UK rail market.
The deal is worth £6.5 million over five years and gives Viacom Outdoor the rights to sell outdoor poster formats on all 235 stations owned and operated by Arriva Trains Wales.
The move follows the acquisition of contracts with Chiltern, Merseyrail, Transpennine Express, Central Trains, Scotrail, First Great Western Link, and GNER over the past twelve months to give the contractor a strong presence across Wales and the borders.
Commenting on the contract win Andrew Oldham, joint managing director of Viacom Outdoor said: “We are delighted to add Arriva Trains Wales to our National Rail portfolio. Following on from our recent acquisition of the First contract, this now significantly alters the UK rail jigsaw. We already have an excellent working partnership with Arriva Buses and look forward to repeating this business success and introducing a number of new formats into the Welsh marketplace.”
Gillian Bell, head of marketing for Arriva Trains Wales, added: “We are delighted to be working in partnership with such a dynamic and professional organisation. Viacom Outdoor has an extremely successful track record and we look forward to enjoying a positive relationship with them.”
The move continues Viacom’s strategy of rail acquisitions and serves to further strengthen its portfolio against principal rival, Maiden. However, Maiden recently shored up its business by securing two major deals to provide advertising at 17 Network Rail stations across the UK (see Maiden Clinches £477 Million Rail Contracts).
Three out of the four major outdoor media owners recently agreed to standardise their campaign positing times and copy delivery dates, with only Viacom Outdoor not agreeing to the new standard. From next year, JCDecaux, Clear Channel and Maiden Outdoor will post across 26 campaign periods providing 14 days of display in an attempt to make it easier for advertisers to invest money in the medium.
The move will bring roadside campaigns in line with the six-sheet products currently sold and should allow advertisers and their agencies to buy large outdoor format campaigns with greater efficiency (see Outdoor Contractors Standardise Campaign Posting Times).
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
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