A major digital advertising installation has been completed in the Britomart Transportation Centre in Auckland, New Zealand. The installation is the result of a remarkable collaboration between NanoLumens, QMS Media (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,” emphasized NanoLumens Vice President of Strategic Accounts Almir 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 new ‘Britomart Towers,’ as they are called, are a galvanizing pair of premium digital displays that are prominently situated in the busy transportation hub, which combines a bus interchange with a railway station in a former Edwardian post office that has been extended with expansive post-modernist architectural elements.
QMS Media New Zealand CEO Wayne Chapman noted that, “More than 35,000 passengers pass through Britomart Station on any given work day, a solid 20% increase over the last year. 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,” Chapman explained. “We are proud to be able to bring our experience in delivering premium landmark digital billboards to the rail audience network.”
The Britomart Station towers are comprised of two 6mm NanoSlim portrait-sized displays that are mounted directly to elevator shafts on either side of the main platform exits from the subway. Measuring 2.7m (W) x 4.8m (H), the displays provide a dominant media opportunity to impact 100% of the passengers exiting the busiest metro station in New Zealand. What’s more, the high-resolution displays are configured to provide synchronized content that double the advertising impact within the heavily trafficked commuter environment.
To achieve the desired end-result, QMS Media, DPS and NanoLumens worked collaboratively to meet and exceed the requirements of Auckland Transport for this project. With the deployment being in an underground railway station environment, NanoLumens was required to provide very specific product certification data for the display technology, including power consumption and fire ratings, to ensure that the displays didn’t adversely impact the environment. Having met all of Auckland Transport’s technology requirements, the deployment schedule was also of critical importance. “Being an active transport hub, the production, delivery and installation schedule needed to be spot on to minimize any potential disruption to passenger movement,” Rubie emphasized.
Working with the existing design of Britomart Station was a key requirement of the project. The station is world class with architectural wall coverings and stainless steel highlights. The low profile and light weight of the NanoLumens displays supported the design of the environment, providing a minimal impact physical structure that delivers reliable, bright and high resolution images for commercial advertising.