The roll out of Signature Outdoor’s digital out of home network continues with the launch of a premium subtle motion screen in the heart of Birmingham’s redeveloping financial hub.
CityVision Snow Hill is a digital portrait screen overlooking Queensway and set to reach 500,000 motorists per fortnight and more than 3.5 million people when the planned Metro tram extension connecting Snow Hill with Birmingham New Street opens.
The launch partner for CityVision Snow Hill is retail bank TSB which is using the screen to reinforce its local banking credentials.
TSB chief marketing and communications officer Nigel Gilbert said:
“This is a prime opportunity for TSB to debut and reinforce its on demand local banking credentials with an astute, affluent and financially focussed audience in what is a superb new DOOH location.”
This is the third in Signature Outdoor’s large format digital portfolio as part of the company’s investment in premium DOOH sites across the city centre.
A multimillion pound investment in Birmingham’s enterprise zone is attracting financial, professional and advanced manufacturing companies in significant numbers with HSBC among those recently announcing plans to relocate its UK HQ from London to Birmingham imminently.
Signature Outdoor managing partner Steve George said:
“Our investment in a new out of home infrastructure to reach and connect with business and retail audiences is central to Birmingham’s transformation as a digitally connected global centre.”
Last month Signature unveiled CityVision WestEnd on the elevated approach to The Mailbox with a campaign featuring luxury watch brand TAG Heuer.
Ocean Outdoor has bought the West Midlands-based outdoor media owner Signature Outdoor in a deal estimated to be worth £15 million.
The co-founders of Signature Outdoor – Gerry Bew and Steve George – will join the Ocean Outdoor executive team led by Tim Bleakley, the chief executive. Signature Outdoor will also have a seat on the Ocean board.
Signature Outdoor’s digital sites and banners will now become part of the Ocean portfolio. Signature will continue to operate its backlight portfolio and some digital sites under the Signature brand and its six staff will be retained.
The deal follows Signature Outdoor winning the large format contract for Birmingham City Council in 2012.
The deal is comprised of both cash and Ocean Outdoor shares. Bleakley declined to comment further on the terms of the deal, which he said were undisclosed.
Ocean Outdoor itself changed ownership in 2012 after LDC Capital, the venture capital arm of Lloyds Banking Group, backed a £35 million management buyout.
Via: Brand Republic