Clear Channel To Manage Madrid’s Street Furniture For Next 12 Years
Clear Channel has been awarded the contract to manage the Madrid’s street furniture for the next 12 years, following a call for tenders by Madrid City Council.
This contract sees the international advertising owner strengthen its presence in the Spanish market, where it has invested over 200 million euros since entering Spain.
Clear Channel International’s Chief Executive and Chairman, William Eccleshare told us “Our success in Madrid is fantastic news and testament to the hard work, ingenuity and effectiveness of Clear Channel’s team and our innovative solutions. We are proud to have won this important contract, to provide the street furniture and associated outdoor advertising in Spain’s capital city. It is hugely significant for the business and considerably strengthens Clear Channel’s ability to put advertisers in the heart of cities. Our solution also brings Madrid in to the global elite of smart cities, using the most innovative and accessible digital displays and street furniture in the world to make a significant positive contribution to the urban environment.
“The Madrid contract is just the latest in a series of wins and demonstrates the success of Clear Channel’s growth strategy in Europe. We are delighted to add Madrid to our expanding portfolio that includes new contracts in other key cities including Stockholm, Zurich, Copenhagen and Milan.”
Clear Channel’s proposal is to incorporate 1,610 advertising panels into the urban environment, 300 of which will be modern digital street furniture. In addition, 164 information columns and 190 bottle banks will be installed and the city will be equipped with 130 better public toilets.
Bill Derrenger, CEO Clear Channel Spain & Vice President Southern Europe said “We want to bring the future of outdoor displays closer to the brands. These new displays follow a global trend whereby digital outdoor elements play a fundamental role within multi-screen commercial communication plans. The technology developed for Clear Channel’s new street furniture will offer advertisers and brands high added value for their communication by enabling it to be more immediate, flexible, targeted, and personalised. Moreover, advertisers will be able to glean significant insight into their target consumers, reach them in a more qualitative manner, showing them content relevant to them and thus achieve greater engagement, improving the ROI for their outdoor advertising.”
The new digital furniture elements, which have been developed in partnership with Telefónica, will facilitate relations between the brands and their consumers and will incorporate WiFi hotspots, as well as contextualised communication elements for downloading tourist or cultural contents in up to four languages.
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