Outdoor by Name, Urban by Nature
CBS Outdoor has launched a new campaign highlighting its strength as a leader in urban audience engagement. Called ‘Outdoor by Name, Urban by Nature’, the campaign features location-specific creative that will run in key urban conurbations across the country.
Each regional execution features animal shapes made up of various geographical icons specific to each area. For example, the London creative includes Tower Bridge, Wembley Stadium, Big Ben and many more, alongside generic urban icons. Other examples include the Old Trafford Centre for Manchester, The Beatles for Liverpool and the Bullring Bull for Birmingham.
The ads drive consumers to visit CBSO’s Facebook page to win exciting city experiences during 2012.
In London the campaign is running on advertising sites on the London Underground and National Rail. In Manchester, Birmingham, Glasgow, Bristol and Liverpool the campaign features on National Rail 6 Sheets and 4 Sheets, as well as Bus Supersides.
Data from the Office for National Statistics and TGI Surveys shows that Outdoor advertising reaches 87 per cent of urban audiences each week. This compares with 49 per cent of respondents who said they were light TV viewers, 45 per cent who listen to commercial radio and 39 per cent who read a national daily newspaper.
The quality, nature and breadth of CBS Outdoor’s assets in urban areas means it offers advertisers a wide range of opportunities to reach and engage this audience. The top 25 of these urban areas in the UK represent just two per cent of the landmass, but 62 per cent of the income – a total of £685 billion.