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Billboard ads to publicise missing people
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The Outdoor Media Centre claims to have launched the biggest digital billboard campaign in British history.
In a new promotion produced by Grand Visual, charitable organisation Missing People will publicise missing persons on a network of billboards across the UK.
The outdoor advertising industry has donated an estimated £1 million worth of marketing space, with the value of the campaign predicted to reach £10 million by the end of the summer.
New 'OpenLoop' technology created by Grand Visual will allow staff and volunteers at Missing People to update the appeals instantly to billboards.
They will display details of the latest high risk individuals on boards in cities such as London, Birmingham, Manchester and Glasgow.
Adverts will be placed across rail and underground networks, on high streets and in shopping centres nationwide.
Bill Wilson, operations director at the Outdoor Media Centre, noted that billboard advertising is able to reach a mass audience again and again.
As such, he said it is "the perfect medium" to help the authorities find some of the missing people, whose stories are "so important but too often slip under the radar".
“The Outdoor Media Centre and our members feel strongly that we can make a difference to the hundreds of thousands of families who are living each day not knowing when they’ll see their loved ones again," he stated.
Neil Morris, founder and managing director of Grand Visual, said the Digital Out of Home market is now at a stage where it can really deliver on its key strengths, its ability to react in real-time with relevant copy to a broadcast audience.
"It is the perfect platform for the Missing People's Initiative, allowing the charity to manage and deliver this impactful campaign from their desktop computer and publish it instantly to a nationwide audience," he stated.
Posted by Jon Aspinell
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