Wildstone, the UK’s largest outdoor advertising agency, has been appointed by the City of Cardiff Council to develop digital outdoor advertising sites across the city. The three year contract was won in a competitive pitch and will commence immediately.
The project will focus on maximising the Council’s income through the creation of new architecturally designed digital advertising sites using the latest LED technology. It will give an opportunity for leading brands to establish themselves on a digital outdoor media channel in the city, targeting urban audiences commuting to and from work, shopping and socialising amongst the city’s many exciting venues.
The contract also includes assisting with existing outdoor advertising sites under Council control including large format traditional hoardings and small format street furniture.
Cardiff boasts over 18 million visitors each year and the recently extended St. David’s Shopping Centre has elevated Cardiff into the UK’s top five retail destinations with annual spend now exceeding £7.5 billion. Cardiff’s status as the European City of Sport 2014 is testament to its success in hosting numerous domestic and international tournaments through its many outstanding sporting venues.
Wildstone will deploy a 360 approach to the contract through site identification, design, planning, hardware procurement, site construction, marketing and asset management. All new advertising structures will be architecturally designed to ensure the continued quality appearance of the City and an enhancement of visual amenity.
Councillor Phil Bale, Leader of the City of Cardiff Council said “We are pleased to be working with Wildstone, to help unlock opportunities for generating income from outdoor advertising. The Council is facing significant budget pressures over the next three years and in order to help minimise the impact of those cuts, we are looking at innovative and creative approaches to maximise our income. Advertising is one of these options and by adopting a commercial approach to the use of our assets, we will be aiming to generate new income for the city.”
Damian Cox, Founding Partner and CEO, Wildstone said: “Cardiff is a leading cosmopolitan city with an enviable mix of retail, entertainment and sporting facilities. The City is uniquely placed as a centre of government and one of the leading tourist destinations within the UK and offers a great opportunity for advertisers to access a progressive regional market.”
Damian adds “Our passion for design and architecture, added to our knowledge of the market, translates to creating highly desirable sites for brands that match the urban landscape of the city centre. We are excited to be working with the Council to develop the first premium digital sites in Cardiff.”
