Salford City Council has joined forces with 75Media and Wildstone in a “win-win” partnership.
Wildstone has developed 4 new digital billboard sites in the city, which will be managed and operated by 75Media. Each one will generate a “significant annual rental” for the council, plus give it access to the screens to display its own advertising for no additional cost.
“We all know council budgets are overstretched and resources are limited so this is a fantastic win-win situation for everyone involved: the council benefits not only from much-needed funds from the ground rent but also from the opportunity to use free-of-charge advertising space to push home important messages to local residents,” explained Katy Conway, Marketing and Communications Director at 75Media.
“Out-of-home is a powerful advertising medium which can’t be skipped or switched off meaning it’s a fantastic marketing tool for local councils, as well as local businesses, to communicate effectively with their immediate target audiences.”
The sites, which include 2 x digital 48-sheets and Salford’s first digital 96-sheet are situated on redundant council land.
“As an organisation, we understand the importance of good communications. Making local residents aware of key services, support and initiatives that are available and helping them access support they need is vital,” added Councillor Hannah Robinson-Smith, Salford City Council’s Executive Support Member for Culture, Communications and Strategic Priorities.
“Outdoor media plays a crucial role in the marketing mix and we have always used this channel for key campaign activity. These new boards will offer a great addition to our communications activity and what’s great about this partnership is that we can get more messages out, reach more residents and we’re able to utilise outdoor for campaigns, which historically we might not have had the budget to pay for this channel spend.”
