Posterscope embarks on self-promotion campaign

Posterscope 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.