Concept Sign and Display Group has completed a groundbreaking project, featuring seven bespoke digital displays, which has seen the Birmingham-based sign and large format LED display specialist work in partnership with Scotland’s largest digital screen operator, Forrest Media.
Designed, manufactured and installed by Concept, the seven digital displays which comprise the Glasgow CityScreen Network are located in high traffic solus locations in and around the UK’s third biggest city. The project has resulted in Forrest becoming the only media owner to have screens at every major entry point into a city centre, representing a first for the UK’s highly competitive out of home advertising market.
The new network includes digital displays covering the main northern, eastern, southern and western approaches to Glasgow city centre, as well as a flagship 65 sq m digital display above Glasgow Central Station on Union Street which has an estimated 3.5 million views each fortnight. Other digital displays are located at the Quay Leisure Complex and the Glasgow Gateway on the Clyde Expressway – a key arterial route in and out of the city.
Designed to attract advertisers who want to achieve maximum impact, the digital displays are all 44 sq metres or more in size – almost three times bigger than a 48-sheet billboard – and half of them offer full motion capability.
As operator of the European and Middle East arm of Californian-based technology company D3, Concept called for LED technology to be developed by D3 specifically for the project to deliver a premium resolution, while also providing superior image definition and maximising viewing angles. As it provides a cost-effective solution for media owners, the new technology is expected to be widely used in future out of home projects.
Managing director of Concept, Sean Morrough, said: “We were thrilled to have the opportunity to build on our existing relationship with Forrest, having already successfully completed fifteen digital and signage contracts for the media owners. It was great to work on such a high profile project with unrivalled impact which clearly reflects Forrest’s ambition and commitment to quality.
“Demonstrating Concept’s turnkey approach to design, manufacturing and installing bespoke displays, we tailored traditional structural and fabrication methods to deliver the seven screen network. At the same time, we were able to draw on the specialist D3 arm of the business to deliver an advanced LED solution for the displays. This resulted in Concept developing premium lightweight technology which proved to be cost-effective with no compromise on quality.
“From the inception of this project through to its completion, we shared Forrest’s vision for its new network and the results really do speak for themselves. Forrest is now able to offer advertisers a unique opportunity to target the 1.2million Glaswegian population, with unavoidable impact achieved at each of the city’s main entry points.
“With the Glasgow CityScreen Network now part of the fabric of this major city, we look forward to working with Forrest on future landmark projects. We have provided the first three screens to the Forrest Edinburgh CityScreen Network and we are eager to work on the next phase of the Forrest expansion plan for a full digital footprint for Scotland’s capital city.”
Managing director of Forrest Media, Marc Keenan, added: “Concept is fast gaining a reputation in the highly-competitive out of home sector for providing intelligently-designed turnkey solutions to even the most challenging projects. From the outset, Sean and his team shared our excitement for the Glasgow CityScreen Network and they have confidently delivered on the brief.
“Following the completion of the final screen, Glasgow has become the only UK city where one media owner can claim to deliver a digital footprint right across town. Such clear dominance and cut-through is not achievable in other major cities, and no other media – with the exception of television – can deliver such astounding audiences to an advertiser. It is therefore fair to say we are proud of the results and look forward to taking this unique proposition to the market.”