Railtrack Property has cut across its existing relationship with JC Decaux and Maiden Outdoor by erecting its own billboard and selling the space itself instead of through contractors.
This is the first time Railtrack has investigated the possibility of being an active media owner. The decision may result in the company building and selling more sites itself and giving less new business to its outdoor contractors.
The large-format site, which is about 100ft tall and 40ft wide, has been erected on the side of Railtrack Tower at Manchester Piccadilly Station. Railtrack’s first client for the site is Manchester radio station Key 103. The ad went up at the start of February.
Railtrack commercial advertising manager Yan Huybrechts says: “We are selling the site ourselves, as opposed to using our historic connection with contractors. Railtrack has to act commercially, and we certainly won’t rule out this sort of thing in the future.”
Huybrechts denies the move will have any adverse effect on the company’s existing contracts with Decaux or Maiden.
Railtrack is also talking to other contractors about adding to the existing portfolio of billboards it owns on land by roadsides (MW November 30).