Forrest Group Media

City Screen - Standing Tall
10 February 2004

“A Glasgow Outdoor Advertising Campaign where there wasn’t one before” - could be mistaken as a somewhat bold if not arrogant statement. However, when one understands the reality behind the proclamation, then we can begin to appreciate its significance.

Glasgow, as we all know, is one of the liveliest and most diverse cities in the UK. In recent years it has been awarded with such accolades as European City of Culture and UK City of Architecture & Design. Yet, despite its obvious importance as a cultural hub, coupled with the fact that it is the largest retail location in the UK outside of London, there still remain very few outdoor advertising opportunities for companies to showcase their product or service. The reason for this is simple; Glasgow City Centre has a protected status as a conservation area. This means there are fewer outdoor advertising opportunities than that of other key British cities and no free-standing ad sites within a one mile square radius of the City Centre – the only opportunities which do exist are limited to a handful of (6 sheet) bus stops.

The upshot of this, for the advertiser, is that whereas in Edinburgh, Manchester or Birmingham for example, an outdoor campaign can be productive and dynamic. The same strategy, if deployed in Glasgow, would see completely different results – and all too often does! With over 20 years experience within the Scottish Outdoor Advertising sector, Forrest Outdoor Media, formerly Trainer, have built their reputation as an innovative and forward thinking company. This is reflected in their latest venture, CityScreen, which with 3 years in development finally launched on the 1st December 2003. Standing 9 metres tall x 6 metres wide and situated above Glasgow Central Station (the previous location of the famous Barr’s Irn Bru neon sign, which stood for nearly 60 years until it was taken down in 1993) CityScreen uses the latest LED technology to display static images in a portrait format.

Utilising the technology behind such iconic landmarks as that of Time Square and Piccadilly Circus, CityScreen is without doubt the premier solus advertising site in the UK. From a location perspective, Forrest Outdoor Media could not have been blessed with a better site to reinstate their Glasgow Icon. Renfield Street, leading onto Union Street, represents the main artery running through Glasgow City Centre and *delivers a foot-fall in excess of 1.75 Million people per week. In addition to this, the sheer physicality of Renfield Street, as a long ‘straight’ stretch of road, comprising 7 sets of traffic lights, means it can take in excess of 10 minutes before both traffic and pedestrian alike to reach the City Screen site – providing a highly captive audience. On the 1st December 2003 and with media coverage from, amongst others, The Herald, The Evening Times and The Sun, CityScreen was switched on, to the gasps and amazement of all of those around.

Make no mistake: CityScreen creates an impact second to none!

*Lowland Market Research FROM THE DRUM AND ADLINE MARKETING HANDBOOK 2004

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