CBS Outdoor UK launches digital advertising extravaganza at Westfield Stratford City
CBS Outdoor UK yesterday launched the country’s largest digital retail outdoor advertising portfolio, with the opening of Europe’s biggest urban mall, Westfield Stratford City.
In June 2011, CBS Outdoor UK signed a deal with Westfield which made it the exclusive outdoor advertising partner for the Stratford City site, installing on site 100 digital LCD screens alongside four large format, iconic digital screens.
That deal now comes to life today, with key brands including Canon, and Dewynters launching digital outdoor campaigns at the opening.
The campaigns will be hosted on CBS Outdoor UK’s portfolio of LED and LCD video walls and internal and external totem screens across the centre, in the form of the Stratford Skyline screen, the Four Dials, the Meridian Square and North Star.
The location and huge scale of the four screens, ranging from 5.2m x 4.0m in Meridian Square to the impressive 18.36m x 6.9m at the Stratford Skyline will create high impact, flexible, bespoke content targeting a diverse audience of shoppers entering through all exits from Stratford station.
Lauren Port, Media Manager from PHD comments: “As an imaging company, the quality of digital OOH screens is very important to Canon. Their new campaign showcases the IXUS 220 HS and its inbuilt High Sensitivity system – which shows consumers that there is more to image quality than just megapixels. The new screens at Westfield Stratford City were perfect for this campaign as they allowed Canon to showcase the camera in a premium environment, with the added bonus of having several key retailers in proximity."
Jason Cotterrell, Country Director for CBS Outdoor UK commented:
"We're thrilled to see the start of our partnership with Westfield Stratford City, this is the culmination of a lot of hard work. We have with the Westfield team delivered on time and on budget the largest investment in digital advertising displays this year to date.
"Our selected suppliers have also been fantastic providing high quality products and support. Our screens and software will offer interactive, dynamic and flexible digital advertising solutions. We have ensured that these screens set a new benchmark in design and reliability.
"The screens look fantastic and are in wonderful locations ideal for advertisers looking to showcase their brands across one of the largest malls and destination venues in the UK, let alone London."
CBS Outdoor UK worked with contractors dZine and BF Technology on the installation of the screens with manufacturers Samsung, Conrac, GDS and Daktronics.
CBS Outdoor UK already holds the digital outdoor advertising contract for Westfield London in White City.