The Outdoor Media Centre, formerly the Outdoor Advertising Association, is the trade association for outdoor media owners. It markets the outdoor medium and acts as a resource centre – a service to support all in the industry who plans or buys media, and may be looking for arguments in favour of outdoor.
Propeller has handled the Outdoor Media Centre’s media relations and communication strategy since May 2010, which coincided with new appointment of Mike Baker as CEO. We raised Mike’s profile in relevant UK trade press, such as Campaign magazine, Marketing and Marketing Week announcing his appointment securing profile pieces and maximising the news.
In January 2011 the Outdoor Advertising Association relaunched as the Outdoor Media Centre. Propeller handled the marketing and PR around this including organising the launch event, developing the merchandise and placing the news along with thought leadership pieces by Mike Baker on the repositioning.
Coinciding with the launch Propeller kicked off the Outdoor Media Centre’s social media offering by setting up @OutdoorMC’s Twitter account and a LinkedIn Group to maximise outdoor industry news and views amongst its target audience and members.
In March 2011 the Outdoor Media Centre launched ‘The Outdoor Hall of Fame’ in association with Campaign Magazine, where the public voted for their favourite outdoor ad of the past five decades. Propeller drove traffic to the site and ensured a high volume of voting by announcing the contest in national and trade press and through social media engagement.
Wonderbra’s ad featuring Eva Herzigova won and we ensured national coverage including a double page spread in the Metro and pieces in the Evening Standard, the Telegraph and the Mail Online announcing the finalists. The article in the Metro increased the traffic to the site by 1488%.
