The company has announced the completion of a major installation in the Britomart Transport Centre in Auckland, New Zealand. Known as the ‘Britomart Towers,’ the installation comprises two digital displays that provide synchronized content to the daily rail commuters.
According to Almir DeCarvalho, the company’s Vice President of Strategic Accounts, the installation is the result of a collaboration between NanoLumens, QMS Media, an outdoor media company in Australia and New Zealand, and Digital Place Solutions (DPS), an Australian digital display and place based media consultancy.
“Taking on a project like this isn’t for the faint of heart,” - commented DeCarvalho. “It takes a unique combination of design and engineering creativity, superior display technology, and a client willing to embrace new thinking to produce a next-generation advertising solution that benefits everyone involved — the transportation authority, the media company, and the marketers who will be empowered to target hard-to-reach daily rail commuters. All three elements came together perfectly on this project, and the result speaks for itself! Together, we created a dramatic 21st Century digital advertising platform within the architecturally significant Britomart Transportation Centre — and we did it without interfering at all with the iconic architecture of the hub.”
The Britomart Station towers feature two 6mm NanoSlim displays that are mounted directly to elevator shafts on either side of the main platform exits from the subway. Measuring 2.7m wide by 4.8m high, these portrait-sized displays provide an opportunity to deliver target messages to a vast audience of transit passengers.
“More than 35,000 passengers pass through Britomart Station on any given work day, a robust 20% increase over the last year” – explained Wayne Chapman, CEO of QMS Media New Zealand. “This passenger growth is only set to continue with the development of the new City Rail Link that will connect through the station. The ‘Britomart Towers’ offer advertisers the impact and flexibility of digital outdoor, with the ability to target a previously hard-to-reach busy rail commuter,” – added Chapman. “We are proud to be able to bring our experience in delivering premium landmark digital billboards to the rail audience network.”
To preserve the environment of a former Edwardian post office, where Britomart Transport Centre is located, the project was required to be performed within the existing design. This was achieved thanks to the low profile and light weight of the company’s displays, said NanoLumens.