As part of its continued investment into its digital estate, JCDecaux will upgrade the iconic M4 Torch, replacing the two digital screens with state-of-the-art LED screens. The new screens will be available from 11 October 2010.
The upgrade will provide two (6.75m x 4.5m) screens with a 10mm pitch, delivering an image that is 3 times the quality of the existing screens, keeping the Torch at the forefront of digital outdoor.
Spencer Berwin, Managing Director – Sales of JCDecaux said, “The M4 Torch was the first superstructure in the UK, it went digital in 2007 and it continues to lead the way in roadside digital outdoor. This investment underlines JCDecaux’s commitment to providing clients with the very best display, providing flexible outdoor campaigns that deploy latest in digital technology.”
Jane Ratcliffe, CEO of MediaCom said, ‘It’s great to see JCDecaux continuing with its investment into cutting edge digital. The quality of the new screens opens up the market to upscale clients who are looking for not only quality of display but also the flexibility of digital. Looking ahead, this is just what the market needs in the run up to London 2012’.
The M4 Torch can be rapidly updated and can carry multiple creatives, enabling time-sensitive campaigns and countdowns to events or promotions.
During the first part of the upgrade, the Torch will be wrapped with a striking creative from Nat West, in a campaign booked though MediaCom and Kinetic.
The M4 Torch stands on the busiest stretch of road between the City and Heathrow Airport and provides 1.8 million impacts every week and an audience that is 67% ABC1. One of the four London ‘wealth corridors’, the M4 leads to Berkshire, home to 2.6% of the UK’s wealthiest consumers.
For further information please contact
Janet Guest, PR Manager, JCDecaux
0207 298 8023/ 0776 970 1268
janet.guest [at] jcdecaux.co.uk