All eyes trained on station ad blitz

THE Irish Examiner has scored a major hit with an innovative advertising campaign aimed at people on the move.

Every available advertising outlet in Cork city's train station 24 in total has been taken over by the newspaper for a variety of eye-catching images created by Young Advertising's Mike Mesbur and Tony St Ledger.

"We are very excited by the concept and are delighted with the result," said the Irish Examiner's marketing manager Mairead Maher.

"What it means is that more than one million people will be exposed to The Irish Examiner brand during the campaign," she said.

While the advertising blitz of a train station is not unique, it is the first time in Ireland such an initiative will be sustained for a lengthy period. The wall-to-wall Irish Examiner exposure will be in place at the Cork station for the next couple of months.

"While we continue to aggressively pursue a national marketing campaign, which includes a combination of above and below the line advertising including TV, radio and outdoor this initiative shows we are intent on driving recruitment into the brand, even in a market where we are by far the dominant media force," Ms Maher said.

A clever combination of 24 billboard and ad boxes is used to dominate the station's visual amenity and the introduction for the first time of a special back-lit Welcome to Cork platform sign.

The initiative is a strong reinforcement of the newspaper's highly successful Take A Closer Look advertising campaign which was introduced last year and will be updated during the course of the 12-month programme.

"The communications message is a combination of brand and tactical, with the latter located in strategic areas of the station," said Ms Maher.

"For example within the concourse area, the units are used tactically for an opportunity to highlight the daily supplements that are published with the paper such as the award winning sports section Arena and the highly popular Feelgood," she said.

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