The scheme is based on the value of advertising spend and the average miles a bus, tube or train travels every day. Clients, or agencies acting on behalf of clients, can sign up and gain points in a similar way to store loyalty cards.
Tim Bleakley, managing director, sales and marketing at CBS Outdoor, said CBS wanted to reward its customers' loyalty and make clients' advertising work harder for them.
He said the loyalty scheme is a reflection of the value of transport advertising in a recession.
Outdoor media agencies have welcomed the scheme. Nick Parker, commercial director (UK) at Kinetic, said any innovation is good in a difficult trading market place.
Parker said: "This scheme is rewarding clients that are committed to CBS and continue to invest in their product base. The trade-in options do not seem too onerous; therefore, the scheme can actually be used to assist future planning of the CBS inventory."
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