Viacom Secures Mazda To Take Over Canary Wharf

Viacom Outdoor has secured car manufacturer Mazda as sponsor of Canary Wharf Docklands Light Railway station in a deal timed to coincide with London’s forthcoming Motorexpo exhibition.

The campaign, booked through Viacom Outdoor’s Impact team, includes escalator surrounds, platform banners and special glass-wall sites. There will also be a range of 6-sheets and 48-sheets at Bank Underground station.

The media for the campaign was planned by MindShare, the specialist was Portland Outdoor and the creative was devised by JWT. The activity is intended to promote the launch of the new Mazda RX-8 model.

Commenting on the campaign, Justin Stark, acting head of Impact, said: “With its’ population of 80% ABC1 adults, Canary Wharf is the ideal place for Mazda to raise awareness amongst an extremely upmarket audience. Their creative is really striking and will certainly make a great first impression with exhibition-goers before they set eyes on any other car at Motorexpo.”

Last month Viacom Outdoor appointed Steve Cox to the newly created role of strategic planning director as part of a wide-ranging restructure of its sales and marketing operations. The new position saw Cox move over from his planning and research role in the marketing department to head up the agency sales operation (see Viacom Outdoor Creates New Strategic Planning Role).

The outdoor advertising industry continued its recent growth spurt in the first quarter of 2004 with revenue increasing by a solid 9.1% year on year to more than £184.5 million. Entertainment and media continued to be the highest spending outdoor advertiser with an investment of £31.2 million (see Outdoor Advertising Continues To See Revenue Rise).

Viacom Outdoor: 020 7478 5240 www.viacom-outdoor.co.uk

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