Virgin uses trucks to promote trains

MediaWeek, Media Week, Tuesday, 19 July 2005, 3:24pm,

Virgin Trains has launched a national outdoor campaign using the back of trucks to advertise its West Coast services in a deal with truck advertising contractor RoadAds.

The two-month campaign – which has been planned by Manning Gottlieb OMD with Posterscope in charge of buying – will target specific motorways across the country.

The train operating company has taken 180 trucks to display the 2.55m by 2.40m poster, with the headline, ‘Get a Speeding Ticket’.

Nigel Petty, managing director of RoadAds, comments: “Traditional poster campaigns on static billboards rapidly lose their value as they only impact on the same number of regular commuters, while truck ads continually refresh the audience being targeted.”

Truck advertising can deliver two million gross impacts per truck every month, with pre-determined routes and high levels of audience accountability.

By Lucia Cockcroft

This article was first published on Media Week