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stations in Britain. The advert states “Cumbria has the perfect package for investors”, directs viewers to learn more at www.investincumbria.co.uk, before highlighting the opportunity to “try before you buy” by booking a break at www.golakes.co.uk.
The advert went live on June 1 and will receive in the region of 30 hours airtime until the end of the campaign on August 31. It is estimated that 500,000 people will pass the installation each week, which will play a rotation of adverts 24 hours a day.
The advert concept was devised by Invest in Cumbria’s Communications Manager Luke Dicicco before being converted for the installation’s cutting-edge 3m high by 4m wide LED screens by Balfour International, the company behind the project. LED (light-emitting diode) backlit screens are extremely thin and deliver brighter, clearer, crisper and more colourful images. They also consume significantly less energy, making them more environmentally friendly.
Luke Dicicco, Communications Manager at Invest in Cumbria, said: “This campaign has placed Cumbria in an exciting new arena of digital outdoor marketing. It allows us to deliver positive messages about Cumbria’s superb investment potential to an increasingly technological-savvy audience in a prime location in the City of London, Britain’s financial capital.
“Cumbria hasn’t had this type of advertising presence in London since Cumbria Tourism’s Underground marketing campaigns. So for us this latest venture signals our intention to target Britain’s largest concentration of wealth with the message that the County is a serious business destination, as well as a place to come for a holiday.”
Invest in Cumbria is joined by a number of prestigious companies in this venture, including the likes of Dior, Starbucks, BMI, Kenwood, Motorola, Nokia, Yamaha. Balfour Global was responsible for devising the technology and handling advertising at the location within the Broadgate Estate – which includes land and offices in the vicinity of Liverpool Street Station and is home to some of the largest global companies.
It is not the first time Invest in Cumbria has embraced new technologies to market Cumbria in the City of London. The company ran a 3D advert at the futuristic “3D WOW Lounge” installation at Finsbury Avenue Square during November and December last year. It clocked up more than 20 hours of airtime on special screens that do not require special glasses to experience the effect of images floating out of the screens.
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