Elonex Outdoor Media is to construct the largest motorway facing digital billboard in the UK, at Spaghetti Junction on the M6 in Birmingham
The super-size structure will deliver 200 square metres of digital advertising space and be located above the Star City entertainment complex adjacent to junction 6 of the M6.
Due to go live in early April 2017, and following an investment of £3.8 million by Elonex, this new Digital-Out-of-Home advertising site will be known as Star Lights.
Star Lights will create an iconic backdrop to the landscape at the busiest motorway junction in Great Britain, and be the most prominent digital outdoor advertising location in the central region.
Designed to be highly visible from incredible distances to traffic travelling both north and southbound on the M6, Star Lights will broadcast advertising content utilising Elonex Digital LED Technology and be focused on delivering more than 20 million audience advert impacts every 2 weeks.
Star Lights will also be partly solar powered to acknowledge a new dawn at the former site of Birmingham Power Station where it will be positioned within the Star City complex, and will provide a modern, clean and environmentally friendly means of power generation.
News of Star Lights comes in a month when Digital-Out-of-Home media has hit the headlines with the UK’s two largest roadside billboards, Piccadilly Lights in London and the Elonex operated digital site at junction 9 of the M6, both being switched off to facilitate refurbishments.
Commenting on the launch of Star Lights, Nick Smith, CEO at Elonex, said:
“After lots of hard work, it’s great to get this project over the line. Star Lights will present huge opportunities to advertisers with mass audiences guaranteed, and those in the advertising industry will know there’s no coincidence in the site being only yards away from where the world’s biggest ever poster for the Adidas Beckham campaign once appeared across at Fort Dunlop.
“As a Birmingham-based company, we’re also obviously delighted to be making use of the iconic former power station at Star City, which powered the city for decades, and we intend to preserve and celebrate its history by rejuvenating the entire building.
“So we look forward to April with great excitement, trust Star Lights will be bring great benefit to brands big and small, and are proud to reinforce our reputation of leading innovation in the Digital-Out-of-Home marketplace.”
During the installation of Star Lights, Elonex is to position a temporary digital screen above the M6 at Star City. The temporary screen will start broadcasting in February, before Star Lights is unveiled in April and goes live featuring advertisements from specially selected launch partners.
Advertising space on Star Lights is already being snapped up by brands determined on making a big impact in 2017, and Elonex is urging agencies and direct clients to make contact urgently with booking enquiries.