Westfield and CBS Outdoor UK announce Stratford City partnership
Westfield and CBS Outdoor UK have signed a 10 year, multi-million pound agreement which will make CBS Outdoor UK the exclusive outdoor advertising partner for Westfield Stratford City.
The deal, on its own, creates Britain's biggest digital retail outdoor partnership and will see 100 digital screens installed alongside four larger format, iconic digital screens, strategically located to capture shoppers as they enter and move around the centre.
When it opens on the 13th of September 2011, Westfield Stratford City will be the largest urban retail development in Europe, with 1.9 million square feet in retail and leisure. The centre will account for more than 70% of all new shopping centre space built in the UK in 2011 and will serve a catchment area population of 4.1 million people with a £3.24 billion weighted spend, perfectly complementing Westfield London, Westfield’s iconic centre in West London. Following second year footfall of 26 million at Westfield London, Westfield estimates that the two malls will together deliver almost 50 million visits per year.
With this contract CBS Outdoor UK extends its existing relationship with Westfield at Westfield London and now manages the digital advertising at Europe’s two largest shopping malls. CBS Outdoor UK already has the most comprehensive digital network in Central London, but this win allows the company to create a unique audience proposition in the UK capital. CBS Outdoor UK can now deliver over 1,700 digital advertising screens, which deliver huge audiences via destination hot spots at Tube stations throughout the West End and City, as well as at Westfield's two premier destinations.
The announcement follows a highly successful partnership between Westfield and CBS Outdoor UK at Westfield London, which redefined the growing retail outdoor advertising market when the centre opened in October 2008. The two partners shared technology and design expertise to create a world class and highly distinctive digital estate during the fit-out phase – an approach that will be replicated at Westfield Stratford City.
CBS Outdoor UK is the Official Outdoor Advertising Supplier to London 2012 and Westfield Stratford City will also enhance its Games-time portfolio, with more than 70% of visitors to the games expected to pass through the centre and 65% of all Olympic Park journeys expected to involve a Tube or DLR ride.
Mike Moran, UK Managing Director for CBS Outdoor UK said:
“This partnership secures CBS Outdoor UK’s position as the leading outdoor advertising provider for the London audience, London shoppers and for the London 2012 Olympic and Paralympic Games.
It was strategically important for us to win this tender and I am delighted that we were able to demonstrate to Westfield that they should extend their relationship with us. Westfield London and Westfield Stratford City, connected via CBS Outdoor UK’s inventory on the London Underground and London bus network, gives unparalleled reach and quality of offer for brands wanting to target a vast chunk of the UK advertising audience and also creates a ‘must have’ proposition for brands wanting to target a London shopper audience.”
Bill Giouroukos, Director of Operations, for Westfield said:
“We were looking for a company who could deliver a clear vision for digital outdoor advertising and an ability to sell and market the unparalleled attributes of this development. We selected CBS Outdoor UK to work with us on achieving that vision. We believe they are best placed to deliver our aspirations and objectives and we look forward to working with them on this prestigious project which will offer a complete lifestyle destination with retail, leisure, entertainment, dining, office and hotels all at the gateway to the Olympic Park.”