Outdoor contractor the More Group has won a 1m contract for an advertising campaign using only bus shelter posters for money transfer company Western Union.
More Group won the account after a competitive pitch to Western Union media agency MediaVest and poster specialist PPL.
The poster company was given an advertising brief to produce a year-long outdoor strategy for London and other selected cities, targeting mainly Afro-Caribbeans.
It used mapping technology to plan a poster campaign on its Adshel poster sites using specific bus shelters, and also Western Union outlets.
The Cricket World Cup, which is based in the UK this year and starts on May 14, and the Notting Hill Carnival, will be used as key campaign periods.
John Scorah, More Group sales controller, says: “We can overlay a map of Western Union’s distribution area with Adshel locations to precisely target the audience.”
He adds: “It is even possible to pinpoint a retail outlet to within one metre.”
For the past two years the Western Union contract was held by TDI, the outdoor contractor which handles sales for the London Underground and buses.