Despite aggressive bids from competitors, preferred bidder status has been awarded to Titan Outdoor because of its longstanding relationship with Asda and the high calibre of its tender submission. This win means that Titan now has the scope to further improve on its market leading position in supermarket advertising.
Titan already has good coverage of the Asda estate with advertising at 80% of the stores. The new five-year contract represents a landmark moment for Titan Outdoor, providing additional access to 19 of the highly valuable ‘Supercentres’ and a further 61 large superstores which do not carry advertising at present. Development will begin late summer on an additional 900 panels across the whole estate, phased in over the first 3 years of the contract, giving almost 100% coverage of the retailer’s portfolio. Titan also propose to improve the aesthetics by introducing a newly designed unit which will replace the existing units.
In addition, Titan Outdoor is planning to introduce a new format to the Asda estate which will be exclusive in the retail environment. This format will be focused on the exclusive Supercentres and will be aimed at brands wanting a more premium presence in the supermarket arena, as well as the wider range of brands stocked in such stores; from jeans to TVs, from mp3 players to lawnmowers.
Development Director, Helena Bouchez says – “The development of the Asda estate is pivotal to the continued success of this sector, Titan Outdoor has put together a development programme that will enhance the aesthetic value of the estate and increase the 6 sheet offering. The introduction of a newly designed unit coupled with growth in Supercentres and larger Stores will not only revitalize the Asda advertising offering but deliver the highest degree of penetration of any store group. Our objective is to maintain Asda as the pre-eminent force in our portfolio of retail outdoor advertising.”
To find out how Titan can help you, please give us a call on 020 7838 4058 or email marketing@titanoutdoor.co.uk