After seven successful years of operation by Ocean Outdoor, the London Borough of Hammersmith and Fulham (LBHF) and Wildstone are remarketing the Two Towers at Hammersmith flyover, which is known in the market as one of the UK’s most iconic advertising sites. As LBHF look for a new media partner or brand for the site, we ask: what makes this site so lucrative and why should the towers, currently marketed under the new name ‘The Towers, London’, be incorporated into any big brand’s communications plan?
Voted the ‘best original digital billboard’ in 2012 at the Daily DOOH Gala Awards, the double-sided towers target a unique and affluent audience unlike any other. Located on the main arterial route from Heathrow Airport to central London and key, luxury shopping destinations such as Knightsbridge, South Kensington and Mayfair, the synchronised LED screens target Heathrow’s 75 million visitors each year and an international business and retail audience. The Towers, London will deliver key brand messages to more than six million consumers every fortnight; the UK’s largest out-of-home audience.
Not only does the site benefit from vast audience figures and unrivalled impact, advertisers can also target the country’s most influential demographic; a top-value business audience flying into Heathrow. Twice as likely to be viewed by high-profile, high-earning females compared to the UK national average, it is no coincidence that luxury brands such as Burberry have previously included The Towers in their advertising strategy, while having a heavy presence in the Heathrow departure lounge and shops.
Audience characteristics and behaviour
The Towers, London audience loves to shop and eat out. Earning significantly more than the national average, they are enjoying city life with plenty of opportunities to spend and socialise. They can be found shopping at Apple, Harvey Nichols, John Lewis, Hugo Boss and Calvin Klein, and dining at Hawksmoor, Gaucho and Carluccio’s. Ownership of iPhones, iPads and other smartphones and tablets is double the national average among these consumers and they are used for many things, including online shopping.
Wildstone Media Consulting, a 360° property consultancy specialising in the digital out-of-home (DOOH) advertising industry, is marketing the site on behalf of LBHF.
CEO Jonathan Chandler says: “Wildstone are proud to be working with Hammersmith and Fulham Council in marketing one of the UK’s most iconic advertising sites. We have been privileged to work with some of the UK’s most respected landlords in delivering the UK’s premier DOOH opportunities and this is no exception.
“The market has, in recent months, seen the digital broadcast sector flourish with street furniture and ‘digital 48-sheet’ posters implemented nationwide. This tender draws focus back to the super-premium end of the market and is an opportunity to showcase the best in class, not only for UK DOOH but across all global advertising platforms.”
The tender is now live so if you are interested in this exceptional advertising opportunity then please email email@example.com.