Missing People gifted £1m outdoor space

Charity Missing People is to benefit from £1m of donated digital outdoor media space as it launches its first campaign fronted by brand ambassador Kate McCann.

Missing People
Missing People outdoor ad campaign

The campaign will see a number of missing people appeals appear across a series of outdoor media networks over the busy Olympic period, with a call to action to phone Missing People’s number 116 000 if they have seen one of the individuals featured.

It marks the first public-facing role Kate McCann has taken since her daughter Madeleine went missing in Portugal in 2007.

Campaign organisers the Outdoor Media Centre and digital production company Grand Visual expect the activity to reach more than 10 million adults in major cities including London, Manchester, Glasgow and Birmingham.

It uses Grand Visual’s “OpenLoop” technology, which enables Missing People to instantly update billboards across different outdoor media networks from their own desktops, rather than having to contact each network individually.

Outdoor media owners involved include JCDecaux, Primesight, Clear Channel and CBS Outdoor.

Bill Wilson, operations director at the Outdoor Media Centre, says: “Outdoor advertising is able to reach a mass audience again and again, so it’s really the perfect medium to help the authorities find some of the missing people, whose stories are so important but too often slip under the radar.”

Missing People has turned to digital media on a number of occasions recently to boost awareness of the charity and its appeals.

In May, two young people featured in the charity’s ‘Big Tweet For Missing Children’ were found safely.

Last year the charity revamped its digital offer to make the search for lost loved ones more regional and personalised.

Recommended

Branwell Johnson

Barclays’ rivals avoid negative marketing

Branwell Johnson

One company’s crisis is another’s opportunity and so it is beginning to appear with the UK’s beleaguered banking sector. With NatWest and Barclays both in the spotlight for, respectively, a massive technology meltdown and associated customer wrath and an interest-rigging scandal, the public perception of traditional banks is not likely to rally soon. A Serious […]

coca cola beat fleet
1 Comment

Q&A: Coke on the importance of sampling

Lara O'Reilly

Marketing Week speaks to Coca-Cola’s archives manager Ted Ryan (TR) and head of assets and experiential for Great Britain and Ireland Paul Dwan (PD) about the ongoing importance of sampling, from its first ever campaign in the 1800s to its biggest ever activity for the London 2012 Olympics.

CocaCola

Coke ‘heroes’ youth in Olympic ad

Lara O'Reilly

Coca-Cola is to entwine real imagery from the Olympic torch relay and its Mark Ronson-led ‘Move to the Beat’ activity as it looks to build excitement and “hero” young people in the final days leading up to the Games.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

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

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now