BULLRING & GRAND CENTRAL
DUO OF DYNAMIC DOOH ASSETS FOR LEADING RETAIL DESTINATION
Aim:
Bullring & Grand Central is the most popular shopping and leisure destination in the Midlands, offering over 150 stores and food outlets, and welcoming around 30 million visitors annually.
Bullring wanted to enhance their in-venue digital media assets, whilst capitalising on the high footfall through street level entrances in both the Upper West and Upper East Malls.
Their commercialisation team approached ADI to run with the project, beginning with the design and manufacture of two identical 23㎡ slimline screens, both in a portrait ‘6 sheet’ format and featuring high definition 6mm indoor product.
Services:
Consultancy
Visualisation
Design Engineering
LED Screen Manufacture
LED Screen Installation
Project Management
Service and Maintenance
Birmingham, UK
Brand Amplification
The full motion screens are designed to provide a vibrant platform for brand advertisers, and now form part of Clear Channel’s XL Malls network. They were cleverly installed by ADI’s team on the vast glazed areas above both busy thoroughfares in order to maximise visibility.
Long-term Commercial Value
Interestingly, Bullring chose to follow the model of screen ownership, rather than the more traditional media-owned model, allowing the venue to maintain control of advertising revenue agreements and screen-use. They were also able to re-coup their investment in the screen hardware within a short 18-month period, demonstrating the long-term benefits of this strategic approach.
ADI have maintained the screens since installation, and over six years later they continue to deliver impact for brand advertisers, demonstrating the reliability and future-proof qualities of our display solutions, and the high levels of technical support provided by our in-house teams.
ADI have been hugely impressive. The quality of the screens speaks for itself, but their ongoing support and service & maintenance has made ownership a pleasure, and also meant that ADI were the natural choice of supplier when we looked to add a further screen to our centre’s digital portfolio.
Outcome:
Bullring & Grand Central have a technical partner to advise, implement and support digital display solutions, helping the venue maintain and enhance its commercial DOOH portfolio, and to also explore the latest innovations in hardware and content to further enhance this day-out destination.
