Primesight, the outdoor arm of Scottish Media Group, has secured exclusive agreements with four of the UK’s high-profile sporting events.
The Rugby Six Nations, the Cheltenham Gold Cup, the British Grand Prix, and the Epsom Derby have entered into an advertising deal with the outdoor company as part of its PrimeEvents venture.
Under the contract, Primesight will erect multiple freestanding, double six-sheet panels all over the sporting events’ grounds. The company claims the sites will tower over crowds, and will offer prominent visibility at prime locations. Each sporting event, which will be broadcast on national and international TV, will offer advertisers the chance to target a specific market within a high-profile category.
PrimeEvents was launched last summer at a Ferrari Festival at Brands Hatch to promote United Airlines’ revamped business and economy-plus class cabins. It also ran a campaign for Wrigley’s Airwaves at the Creamfield’s music festival to promote the chewing gum maker’s blackcurrant and vitamin C variants.
Primesight specialises in the six-sheet market and offers roadside, point of purchase, transport and “lifestyle” campaigns. The company, which claims to be one of the fastest growing outdoor companies, recently launched Reeltime – an outdoor package to promote movies in cinemas across the UK (MW October 25, 2001).