Viacom Outdoor secures €250m Italian rail advertising deal

by Sam Matthews, Brand Republic 18-Mar-05, 11:00

LONDON – Viacom Outdoor has retained the right to sell advertising on Italian railway's Rete Ferroviaria Italiana division for a further nine years in a deal worth €250m (£174m) after the business went out to pitch.

Viacom Outdoor previously held the RFI contract for 20 years and this marks the first repitch of the business since then.

The new contract includes large format billboards on rail property, on station exteriors and more than 1,000 bridges nationwide, with presence in 90 out of the top 100 Italian towns and cities.

Viacom Outdoor is planning to modernise the railway's display cases for their advertisers.

Tom Goddard, chief executive of Viacom Outdoor International, said: "This decision is a great vote of confidence in Viacom Outdoor's ability to drive rail advertising revenues, which we now consider a core Viacom outdoor experience."

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