Primesight retains lucrative £125m Network Rail outdoor contract

Primesight's Robinson's placement via Network Rail

Outdoor advertising firm Primesight has retained one of the UK’s biggest outdoor contracts with Network Rail, which will see it maintain and operate more than 2,000 billboards.

Following a competitive pitch, the company announced it will build 20 new digital billboards across the network by 2018, including at Vauxhall and London Bridge.

Furthermore, Primesight will take full control of the advertising rights on the Network Rail bridges. The contract lasts seven years and is reportedly the most extensive network on offer in the UK.

Naren Patel, chief executive at Primesight, said: “We are delighted to have been reappointed to the Network Rail contract, which cements our number one position in the classic billboard market. The addition of the Network Rail bridge estate is a testament to our focus on the billboard sector of the Out of Home industry.

"We look forward to the next seven years during which we will be focusing on digital investment to make the most of this portfolio.”

David Biggs, managing director of property at Network Rail, added: “The successful management of our advertising assets is a key factor in maximising the value of our estate. The revenue that this work generates is reinvested back into the railway helping to support our upgrade programme.

"We have worked very successfully with Primesight over the last seven years and look forward to building on this strong relationship. We are particularly excited about the planned expansion of the digital capabilities of the estate, vastly extending opportunities for advertisers.”

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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