Hi-Tech wins rights to Six Continents’ ambient media sites

Washroom advertising specialist Hi-Tech Solutions has won the exclusive rights to handle all washroom poster advertising and other media opportunities within Six Continents Retail’s 2,000-strong pub and bar estate. Hi-Tech won in a direct pitch against Admedia.

Hi-Tech Solutions claims this is the first time Six Continents has allowed ambient advertising within its premises. The deal means that Hi-Tech will meet with the management of all the brands in the Six Continents portfolio – which includes All Bar One, O’Neill’s and Edwards – to discuss the implementation of a range of pub media. In addition to washroom posters, the deal is likely to include beer mats, matchboxes and similar opportunities.

Hi-Tech claims billings of more than £2.5m, and says it accounts for more than one-third of the entire washroom poster advertising market in 2001. It handles 12,000 washroom poster panels on behalf of 86 leisure groups, including Scottish & Newcastle, Punch Taverns, Yates’s Wine Lodges and the Mean Fiddler.

Advertising in toilets has been increasing in popularity in recent years, as brands intensify targeting of young males. Hi-Tech’s clients include the Central Office of Information, Vodafone, Mars, Heinz and Citroën.

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