Roadside Digital Dominance Day, Resorts World Birmingham
The digital landscape of Birmingham and the Midlands was dominated earlier this week by Resorts World Birmingham.
The much anticipated £150m leisure and entertainment venue, which is being built on the NEC campus, took over the entire Elonex Outdoor Media roadside digital network in the Midlands to broadcast 24 hours of spectacular advertisements, which provided an exciting preview of what visitors will get to enjoy when Resorts World Birmingham is completed.
The digital out of home campaign saw non-stop, multi-creative advertisements being broadcast throughout the day on Europe’s largest roadside digital screen which is located at junction 9 of the M6, as well at all other Elonex roadside digital sites in the region, such as in Birmingham on the A38 Aston Expressway, the busy city-centre bound A45 and at Spaghetti Gateway. Other major routes in the Midlands where the campaign was seen include at junction 1 of the M5 and on the A444 Ricoh Arena, Coventry.
It’s the first time Elonex has permitted a brand takeover of its roadside digital sites in the Midlands, and with its high visibility and huge impact the digital dominance campaign was set to reach an audience of business and leisure commuters, totaling in excess of 600,000 over the 24 hours.
Adam Stockton of Elonex Outdoor Media told us “It’s not every day we hand over our entire Midlands’ network to one brand, but with Resorts World Birmingham set to be the biggest news to hit the region for years, it’s great to have facilitated such an exciting dominance campaign.
“The creative content of the campaign was superb and with multiple advertisements rolling out across the day, everyone travelling on major routes in the Midlands was left in no doubt as to what’s to look forward to when Resorts World Birmingham opens.
“Resorts World Birmingham approaching us to deliver this campaign really does underline our position as the leading independent digital media owners in the Midlands, and we’re delighted to be playing a major role in driving the promotion of such an exciting new venue.”
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