Mills & Allen is launching what is thought to be the first eight-day poster package to coincide with England’s last game in its World Cup group and the following quarter final stage.
The package, consisting of 600 96-sheet posters across the country, will be sold to a single advertiser and will include an independent site inspection. It is thought to be one of the first campaigns designed to fit around a specific event rather than a contractor’s posting period – usually sold in two-week spells.
Kevin Shute, director of sales at Mills & Allen, says: “It just demonstrates how flexible and tactical outdoor can be.”
The contractor has guaranteed that the sites will all be posted by 10am on June 26, with England playing its final group game against Colombia at 9pm. The campaign will run until the World Cup quarter finals on July 3.
Nike was one of the last advertisers to use outdoor on this scale when it booked 3,250 Mills & Allen 48-sheet posters for the last week of the Euro 96 tournament.