Scotland: Talon Outdoor (No) vs @KineticWW (Yes)
Adrian J Cotterill, Editor-in-Chief
Scotland has enjoyed a great deal of coverage over the past few months, firstly due to the Commonwealth Games, and now thanks to the Scottish Referendum.
Outdoor media owners have for some time now, been making a substantial investment in Outdoor environments across Scotland, giving brands the opportunity to display advertising content on premium sites including digital.
This expanded inventory has proven to be the perfect platform for both sides in the run-up to the referendum on September 18, 2014, with both the ‘Better Together’ and ‘Yes’ campaigns relying on hundreds of poster sites to influence the Scottish public.
- The ‘Better Together’ campaign has been planned by independent planning and buying agency Republic of Media and booked by Outdoor specialist Talon Outdoor. The campaign has built up over the last few months but reaches its peak in the current ‘in-charge’ period, commencing this week. The three bursts of activity that have taken place so far have occurred across large format roadside sites in Glasgow and areas where the party hope to swing the postal vote. Other environments such as rail, mall and transport have not been included in the Outdoor campaign. There can be some restrictions on political advertising with local authorities
- Similarly, the ‘Yes’ campaign, planned and booked by Kinetic, has appeared on a number of roadside formats over the last few months, with the bulk of the Outdoor bookings also concentrated on today’s in-charge period
Mike Baker, CEO of the Outdoor Media Centre, told us “Posters have long been considered the ideal medium for political parties who aim to influence voters. They carry a single-minded message, they can target swing voters in a specific area, they pack an emotional punch, and they carry a strong call to action.”
Both sides’ spending is capped at GBP 1.5m, as per the Edinburgh Agreement signed by the UK and Scottish Government on October 15, 2012.
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