Global retains Translink On-Vehicle Advertising Contract in Northern Ireland

Global Outdoor Media Ltd have announced that they have retained the Translink on-vehicle advertising contract in Northern Ireland following a recent tender process. The contract will commence on 1st January 2025 for an initial term of 5-years with an option for Translink to extend the contract for a further period of up to 60 months.

Translink is Northern Ireland’s main public transport provider, operating Metro, Glider, Ulsterbus, Goldliner, Foyle Metro and NI Railways services. Global is responsible for managing, developing, marketing and selling external and internal advertising formats across Translink’s 1,050 vehicles.

Global has successfully managed the on-vehicle advertising contract for Translink for over 30 years. During that time the company has significantly enhanced Translink’s estate by continuing to develop and evolve transit advertising and transit formats bringing innovation and engagement to this outdoor advertising sector. Most recently this included the T-Side product extension, T-Side+, and a successful trial of the Island of Ireland’s first digital LED bus Superside panels.

The appointment by Translink to manage and develop their on-vehicle advertising estate for the next 5 years further strengthens the relationship with Global and will bring some exciting new outdoor advertising solutions to advertisers seeking to target a Northern Ireland audience.

Working in partnership with Translink, Global will continue to invest in transport advertising inventory to introduce the latest product innovations and quality displays, with that investment underpinned by pioneering developments in technology and relevant research studies that will reinforce the significant audience value that bus advertising delivers for advertisers in Northern Ireland.

Commenting on the announcement, Norman Maynes, Head of Marketing and Business Development at Translink said:

“Following a comprehensive procurement process Global have been successful in securing this contract. They demonstrated significant expertise in creating and delivering value for advertisers by reaching audiences out of home with a range of best-in-class formats and ground-breaking initiatives. They are well placed to deliver for us, understanding our business and operating requirements and help deliver additional revenue to us whilst working safely and unobtrusively in our depots. We are looking forward to building on our relationship with Global, including mobilising plans to lead the way in transit digitisation”.

Martin Heatley, General Manager of Global in Northern Ireland said of the win:

“We are extremely proud of the work we have delivered in partnership with Translink over the past 30 years and are thrilled to have been appointed by Translink to continue managing their on-vehicle advertising estate. Winning this contract allows us to continue to reveal the increasing value of audiences delivered across Translink’s bus services and allows us to extend the opportunities for creative impact in this market”.