Giant billboard to be erected in Sydney city centre
A 150 square metre billboard is to be installed at Sydney busiest junction. The large format site, which his managed by Amity Media, will go up at the corner of Druitt and George Street on the Queen Victoria Building.
The announcement:
Ali Ryan, Director of Amity Media states, “We are absolutely delighted that the City of Sydney has taken a progressive approach in approving this application. Scaffolding covering this iconic building for over 12 months creates a negative spectacle for everyone who visits the CBD, whether they are residents, tourists or business men and women. What they will now see will be a definitive creative banner masking the refurbishment works”.
This form of urban advertising placement has been popular in Europe for nearly 20 years and to date has had surprisingly little impact in Australia. The format is a temporary façade which serves to convert visually unappealing works into a stunning visual display for the duration of the works. There are numerous well known international landmarks that have benefitted from similar treatment, including the Brandenburg Gates in Berlin and Nelson’s Column in London. One of Australia’s primary landmark buildings will now also benefit in similar fashion.
The advertising component will be one of the largest formats currently available in the Sydney CBD and reflects the enormity and stature of the Queen Victoria Building. This is also the first ever opportunity for advertisers to position their brand on the external façade of this iconic landmark.
“The response from the media market thus far has been nothing short of overwhelming. Based on this response and coupled with the fact that this is once off media first, we expect the limited available spots to be secured very soon” concludes Ali Ryan.
This opportunity will be in market for a 12-month period only, commencing Monday 28th March 2011.
