Ocean Outdoor has added Manchester’s Printworks SkyLights, the largest digital ceiling in Europe, to its premium digital out of home (DOOH) portfolio.
The launch partner is Universal with a trailer for the DreamWorks action comedy franchise Kung Fu Panda 4, which is released on March 28.
Printworks Skylights form part of a £21million refurbishment of Manchester’s Printworks by owner, DTZ Investors. With eight million annual visitors, the multifaceted entertainment and leisure complex delivers 400,000+ DOOH impacts a fortnight.
The centrepiece is a vast 1,000m² digital ceiling screen which spans the three internal streets and the central courtyard. This new advertising opportunity is available to one brand a month on a solus basis.
Powered by state-of-the-art technology, the LED canopy offers complete audio-visual control of the environment, displaying bespoke DeepScreen® and augmented reality (AR) content, special lighting and sound effects, gamification, live data and video feeds.
Visitors can interact directly with Printworks SkyLights or play against each other on a separate, large format interactive e-gaming screen, with ample experiential opportunities for advertisers to connect directly with daytime audiences or night-time visitors.
Ocean UK CEO Phil Hall said: “The transformation of Manchester Printworks into an international entertainment destination offers advertisers a chance to really make a statement, reaching diverse audiences with bespoke, shareable OOH experiences tailored for either families or the lively night time economy.
“Printworks Skylights is a formidable addition to Ocean’s UK portfolio as both a unique standalone opportunity and as part of our full motion DOOH corridor which stretches from Golden Square to Victoria Street.”
Part of Manchester’s busiest retail and leisure area, Printworks accommodates more than 20 bars, restaurants and leisure venues including Vue’s flagship cinema, one of the largest IMAX screens in Europe.
Ben Haller from DTZ Investors commented: “Printworks has been a successful and resilient scheme since opening, over 20 years ago. DTZ Investors is responding to the changes seen in the way consumers spend their leisure time and the high expectations placed upon such entertainment destinations. Advancements in technology have enabled us to innovate and strengthen the Printworks brand to ensure it remains at the forefront of UK leisure.”
Last year, Ocean became the DOOH media partner for Allied London’s Spinningfields business and residential quarter, and St John’s city centre neighbourhood, the company’s largest contract win to date outside of London. Ocean’s wider Manchester portfolio includes The Loop and 19 high footfall retail and roadside locations such as Two Towers Manchester, the Arndale Centre and Piccadilly Gardens which collectively reach 2.7 million Greater Manchester residents, city workers and visitors.
