Posterscope embarks on self-promotion campaign

London%20BusPosterscope is launching a campaign to promote the benefits of outdoor advertising, following in the footsteps of CBS Outdoor which ran a similar campaign last year.

The Posterscope campaign, launched this week, targets media and creative agencies as well as client companies in a bid to emphasise the “rapidly changing out-of-home” medium and the company itself. The poster ads will feature messages including “Can’t be turned over, clicked back or switched off” and “Try not to think about cheese. Starting… now. Tricky, isn’t it?”

The Posterscope campaign, created by Dye Holloway Murray, will feature 48-sheets, 96-sheets and mega-96 sheets in addition to cross-track posters, digital escalator panels and Ellumin8 illuminated posters.

Annie Rickard, Posterscope chief executive, says outdoor has changed dramatically in recent years so it is a “good time to remind people of the flexibility, effectiveness, impact and accountability of the medium”. The ads direct consumers to the Posterscope website.

However, some sources have slammed the campaign for being “too obvious”. One industry insider says: “It’s being used for Posterscope’s benefit. I don’t understand why it is doing it.”

Posterscope says it has 43% of the UK outdoor market and works with 130 different agencies, including Carat, OMD, ZenithOptimedia and PHD.

Last week CBS launched an in-house ad, promoting itself, on its Cross Track Projection system on the London Underground. The Cross Track Projection allows moving advertising messages to be digitally projected onto the wall opposite the platforms in high definition.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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