Flagship site for council's lucrative new ad contract unveiled
11 May 2011
The first phase of a programme to dramatically improve Manchester City Council’s poster advertising sites - boosting the council’s income and giving the city one of the most hi-tech portfolios in the world - has been completed.
The Council's outdoor advertising partner MediaCo Outdoor is revamping and modernising the city's portfolio using a 'quality not quantity' approach. More than 100 old sites, including all multiple hoardings, have been removed to allow a focus on a few high impact locations - only a third of the previous number yet they will be more commercially lucrative.
This approach is exemplified by five large flagship sites featuring plinths designed in collaboration with celebrated designer and creative director Peter Saville and featuring the distinctive M logo, which are expected to appeal to high prestige brands.
The agreement with MediaCo Outdoor provides the council with a stronger commercial deal as well as the opportunity to access media space which will be used to promote key council messages and provide information to residents in a cost effective way. There will also be some bespoke high quality sites at heavily discounted rates for the sole use local businesses and charities.
Mediaco, in their partnership with the Council are also supporting the city's priorities such as the green agenda. The new sites are more environmentally-friendly, MediaCo Outdoor has already redesigned and developed 26 sites using energy saving LED illumination in place of traditional tube lighting.
Sir Richard Leese, leader of Manchester City Council, said: "This is an excellent deal for the city which is costing the council nothing and will bring in millions of pounds which we can invest in key services for Manchester people."
Joe Arshed, a director of MediaCo Outdoor, said: "We are making substantial investment in what will ultimately be the most advanced outdoor advertising and communication platform of any world city, we are proud and excited about our partnership with the council and have set out to create a portfolio befitting a global place renowned for its modernity and vibrancy."
MediaCo won the 10 year contract last October. MediaCo Outdoor has been set up by MediaCo, one of Europe's leading large format print companies, and Joe Arshed, formerly Head of Pinnacle Development at Clear Channel.
