Key advertising sites generate crucial income for council

By on 04/06/2013 in Deputy Leader, News

Birmingham City Council's strategy of using its assets to generate new sources of income reached a major milestone on Friday (May 31) with the erection of an advertising structure over Broad Street.

The hoarding attached to the Hyatt/ICC walkway is the fourth in a series to be developed across the city as part of a plan to generate £13million over ten years - helping soften the impact of central government funding cuts on the council.

Birmingham-based Signature Outdoor Ltd are working as the council's commercial advertising partner for the scheme - which is also cutting carbon emissions by using digital hoardings, reducing the need for the production of printed and paper products, with all components set to be recycled at the end of their useful lives.

Cllr Ian Ward, Deputy Leader of Birmingham City Council, said: “The council has to meet challenging reductions in public spending and needs to find ways to mitigate against these reductions and preserve services and events for the people of Birmingham.

“Substantial revenues can be generated from assets in prime locations, and we have a number of iconic and landmark sites for an advertising portfolio that will attract interest from leading global organizations.

“In tough economic times, it made sense to look at a proposal like this, taking advantage of the fact the city council owns many key assets passed by thousands of people on a daily basis.”

As well as a guaranteed sum of £13million over ten years, the council will also receive a share of any profits that will be reinvested into council services.

And the partnership has wider social benefits as Signature Outdoor Ltd pay all employees the Living Wage, championed through the council's own Business Charter for Social Responsibility, launched in April 2013.

Additionally, one of the firm's major sub-contractors, American firm D3, has located its European headquarters to Fort Dunlop, boosting the local economy.

Steve George, Managing Partner at Signature Outdoor Ltd, added: “This screen and the other locations that form part of the overall initiative are the result of great co-operation on the part of all of the stakeholders – the council, engineers and planners together with Amey (the council's Highways partners) and ourselves.

“The net result is a terrific income stream for the city and the building of a world-class digital network that has been acclaimed by regional, national and international companies and is fast-becoming a major tool in their marketing strategies in the city.”

Pictures from the Broad Street site are available on the Birminghamnewsroom Flickr feed.


Notes to editors

With the completion of the Broad Street site, four will be operational as a part of this project:

-    Broad Street walkway
-    A45 (Small Heath Highway)
-    Holloway Circus
-    Dartmouth Circus

For more media information contact Kris Kowalewski on 0121 303 3621

Tags: , , , ,


If you enjoyed this article, subscribe now to receive more just like it.