When A Lighthouse Isn’t A Lighthouse

Gail Chiasson, North American Editor

Durden Outdoor, a Dothan, Alabama-based outdoor advertising company, has created a three-sided billboard structure in Eufaula, Alabama, that resembles a lighthouse and is anchored by a 19mm 12‘x24’ digital billboard manufactured by Watchfire Digital Outdoor.

Two static billboards flank the digital billboard on the adjacent sides.

Located on Highway 431, this installation was specially designed to pay homage to Lake Eufaula and the area’s historic roots. The intersection is close to the town’s main shopping area, with approximately 35,000 vehicles passing by it each day.

Durden Outdoor previously imported its digital billboards from a China-based manufacturer, but made the switch to Watchfire Digital Outdoor for this installation.

“Our imported digital billboards operate on three-phase power, whereas Watchfire’s boards only require a single-phase power source,” says Bill Durden, vice president and creative director of Durden Outdoor. “This instantly translated to a significant cost savings for us.”

In addition, importing billboards meant high shipping costs, a significant delay between purchase and delivery, and the cost and logistics involved in transporting boards to installation sites.

The new Watchfire board features various advertisers, including insurance agents, utility companies, automobile dealerships, a local church and the regional hospital.

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