British Telecom is teaming up with Maiden Outdoor to launch Postercall,
the first direct-response outdoor poster scheme.
A three-month project will begin in early 1996, with Maiden organising
the outdoor campaigns and BT providing a direct-response handling
service, through its direct-response arm ‘BT Connections in Business’.
Along with generating new business, the Postercall scheme is also
designed to provide data and feedback on levels of response from poster
Advertisers are currently being recruited and offered a predesignated
freefone response number, if required, linked to CIB’s call-handling
‘We should be able to encourage the use of outdoor as a direct-response
medium and assist new users in maximising response levels,’ said Francis
Goodwin, managing director of Maiden Outdoor.