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Article: JCDecaux targets car companies in 'under-used' Tesco supermarket drive.
- Article from:
- Marketing Week
- Article date:
- October 26, 2006
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JCDecaux is launching a major campaign to persuade car companies to use its portfolio of Tesco advertising sites. It is part of a strategy to attract more brand advertising to the network.
The outdoor company hopes the campaign will change advertisers' perceptions of the supermarket media and develop it into more than a point-of-sale medium.
A JCDecaux spokeswoman says: "Lots of advertisers should be in there but car companies, particularly, see point-of-sale as old-fashioned."
The company will spend the next few months talking to brand managers at the car marques as well as their advertising agencies.
The new strategy, dubbed ...