US outdoor contractor Van Wagner has developed the UK’s first outdoor sales package to target people who work in the City of London with what it claims are the largest roadside structures in the UK.
The company, which announced it was entering the UK market last September, has built four back-illuminated poster sites at four locations each measuring more than 85 feet in length. They are located at the four key traffic routes into the City: Finsbury Square, Tower Gate, Clerkenwell and the A11.
Van Wagner has built other sites around London, and is planning to introduce different format panels later this year.
Van Wagner sales and marketing director Kevin Shute says: “Advertisers always want to target the City of London not just because so many financial headquarters are there, but the people who work there earn about 78 per cent more than the national average.”
In 1997, Van Wagner Communications (US) was sold to TDI-owned Outdoor System. Under the terms of sale, Van Wagner was able to restart independent operations under the same name.