Diageo sells off Translucis network

The sale of Translucis and its Magnetic plasma screen network to Avanti, the broadband telecoms specialist, comes just a few weeks after Diageo closed Nightfly, its mobile marketing service.

Both brands were launched in 2001to build on Diageo's established expertise and relationship with the on-trade.

Graham Sumeray, managing director of Diageo's new business ventures, said Translucis needed to be sold so the network could grow.

The deal is expected to achieve significant economies of scale for both operators by marrying Translucis' media sales capability, content library and customer base with Avanti's experience in developing retail TV networks.

Translucis broadcasts a mixture of satellite-fed ads for Diageo products and other brands, including competitors' drinks, along with editorial content such as extreme sports footage or music videos. It operates 250 screens throughout the UK.

Within a few months of launch it had signed distribution deals with a number of bar owners, including Scottish & Newcastle, Whitbread, Po Na Na and the National Union of Students. The network was branded Magnetic at the beginning of last year.

Diageo claimed Magnetic's unique selling point was its ability to reach the fickle and elusive group of 18- to 24-year-olds, with the capacity to tailor content for each venue.

This article was first published on Marketing