Maiden hands over sites as Railtrack reorganises

Maiden Outdoor has agreed to release hundreds of advertising sites, which it previously had the rights to manage on behalf of Railtrack.

The move follows a decision by Railtrack to reorganise its existing contract and offer all sites on its bridge-span locations as a separate contract.

The decision to change the existing arrangements was made by the company’s commercial advertising manager Yan Huybrechts, who has spent the past four years reviewing the company’s existing contracts and identifying ways to increase its outdoor advertising revenue.

Huybrechts says the successful bidder will have a much longer contract than its existing agreements with Maiden, which ran for five years. He says: “If [a contractor] is going to exploit this properly, a short-term contract is not going to be worth their while. We are considering contracts that run for 15 to 20 years.”

Most of the large outdoor contractors, including the incumbent, are expected to offer their services because the revenue from the sites could be lucrative. It is not possible to estimate the commercial value of the contract at present, as it is not known how many bridges will obtain planning permission to display advertising.

As well as the potential planning difficulties, some sites are also hard to maintain. For instance, to change some advertising copy, roads may have to be closed for safety reasons, adding to the costs involved.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here