Adrian J Cotterill, Editor-in-Chief
JCDecaux has unveiled Motion@BirminghamNewStreet, not one, not two BUT three state-of-the-art landscape video screens, expanding the Motion@Portfolio outside of London for the first time, opening up a powerful new channel for brands to access audiences in Birmingham.
Located in Birmingham New Street, the busiest station outside London with an annual footfall of 46 million, Motion@BirminghamNewStreet follows the successful introduction of the Motion@Portfolio in seven rail hubs across London.
David Biggs, managing director of Network Rail Property said, “Birmingham New Street has undergone a spectacular transformation, enhancing the journeys and station experience of the thousands of passengers and customers that use it every day. We are excited to work with JCDecaux UK on the expansion of the Motion@Portfolio, creating new opportunities for brands to delight our passengers with relevant and engaging content.”
Strategically located at entrances and exits to New Street’s main concourse, each screen measures 1600 pixels x 400 pixels and further strengthens brand’s access to audiences across retail and rail in the city.
Chris Collins, Co-CEO of JCDecaux UK told us “Birmingham is a retail and financial powerhouse and Birmingham New Street station, Grand Central and Bullring are at the heart of the city’s economic transformation. The introduction of the premium Motion @Portfolio underlines the importance of Birmingham for brand communications, enabling national advertisers to reach audiences when they are out shopping and travelling in the city. This investment is part of the continued digitisation of Out-of-Home, reaching 68%* of the UK each week, with national reach and scale, providing new opportunities for branding and activation.”
This Motion@Portfolio project is the result of a collaboration between Network Rail, Hammerson PLC and JCDecaux UK that aims to create a seamless customer experience between rail and retail environments, and maximise advertising opportunities for brands.
Steve Belam, Regional General Manager at Hammerson, said, “In recent years Birmingham has cemented its position as one of the premier retail and leisure destinations in the UK, and Bullring & Grand Central are a huge part of that. We are working hard to make our destinations as compelling as possible, by stepping up the brand mix and delivering unique, experiential events that drive footfall for our brands. Motion@BirminghamNewStreet provides another way for brands to make the most of Bullring & Grand Central’s popularity, and to build awareness among the millions of people that come through Grand Central every year.”
With a growing economy worth GBP 28.1bn, Birmingham is a centre for major European businesses, and is home to the world-leading retail destinations Grand Central, located above Birmingham New Street station and Bullring.
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