Maiden extends Lend Lease contract and secures Virgin Trains deal

Maiden Outdoor has renewed its contract with Lend Lease for shopping mall advertising, in a deal worth £20m over 10 years.

The outdoor advertising company has also been named the preferred bidder for the Virgin Trains contract worth about £3m over three years.

Maiden beat JCDecaux to secure the Lend Lease deal, which includes four malls - Bluewater in Kent, Touchwood in the Midlands, Overgate in Scotland and a new centre under construction in Warrington in the North West, Golden Square.

Maiden managing director David Pugh said the deal was valid for 10 years, twice the length of the previous contract.

“Obviously we’re delighted to be given such a long contract, which reflects the working relationship we have established with Lend Lease,” Pugh said.

The company currently has about 160 six-sheet posters in the three existing malls and will add another 100 poster sites, mostly at Golden Square, over the next few years.

Meanwhile, Maiden has entered exclusive negotiations to retain the Virgin Trains account, which covers 16 stations including Birmingham International, Coventry, Preston and Stoke on Trent and includes 48-sheets, six-sheets and four-sheets.

In the past year Maiden has retained 89% of its train network business, losing 7% to rival Viacom Outdoor, with the remainder still in play.

By Caitlin Fitzsimmons

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