allaboutoutdoor.com Bureau, New Delhi
Primesight the UK based outdoor asset owner has become the preferred bidder to acquire AdGroup’s UK airport advertising specialist Eye Airports. Post successful completion of the acquisition, the transaction would add some of the UK’s busiest airports to Primesight’s kitty which includes London Gatwick and Manchester airports.
The national network of Eye Airports reaches out to 100 million travellers in a year. Its #RedefiningAirports project that was announced in 2014 will see an investment of 8 million pounds in media and technological developments, representing the largest spend on UK airport advertising in the last 10 years. The project will include the latest high-spec formats and new opportunities for advertisers to dominate the airport environment.
“We are extremely excited about this opportunity. Eye Airports is a unique chance for us to gain a significant presence in the UK airport advertising sector. Airport advertising is great at reaching an upmarket audience in an environment that is perfect for developing digital products and ideally placed for mobile and Out of Home interactivity,” says Naren Patel, CEO, Primesight.
Claimed to be one of the leading OOH advertising companies in the UK, Primesight has a national portfolio of advertising panels including roadside billboards and 6-sheets. It also markets panels in cinema foyers and the Glasgow Subway. The company is in the process of investing heavily in digital and is in the process of rolling out Network’, a national digital 48-sheet product. AdGroup, based in Harrogate, North Yorkshire, and the parent brand for Eye Airports consists of various companies in the media technology and printing space.
“I’m proud of the impact that Eye Airports has made on the UK airport advertising industry, however to achieve its full potential, I believe it needs to be part of a larger and broader-based Out of Home group that can build on what our superb team has already achieved. Primesight’s culture and aspirations, along with its understanding of the Eye Airports offering, make it the ideal partner. They share Eye Airports’ passion to take airport advertising to the next level,” says Andrew Walker, MD, AdGroup.