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<h2>ABOUT THE CAMPAIGN.</h2>
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<th class="avia-desc-col">PETER GREGGS</th>
<td class="">Marketing Officer</td>
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<td class="">Liverpool Everyman &amp; Playhouse Theatres</td>
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<td class="">29th March – 1st April</td>
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<td class="">Victoria St</td>
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<h2>CAMPAIGN OBJECTIVES.</h2>
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We wanted to promote the launch of the Everyman &amp; Playhouse new musical thriller: Sweeney Todd – The Demon Barber of Fleet Street.
The Everyman were looking for some new options to promote the play to increase sales. We wanted to reach a new group of people that perhaps are not already engaged with us.
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<h2>HOW OPEN HELPED.</h2>
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We have been liaising with Joe for a while and wanted to try some of OPEN sites, as they are excellently positioned in the city centre close to the theatre.
Our Victoria street site is extremely useful in targeting a diverse range of people as it is situated on a main arterial route that runs through the city centre. It also reaches professionals and socialites.
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It was so easy to work with Open Media to launch our campaign and hope opportunities arise in the future to continue to work together.

Peter Greggs

Industry

OPEN Insights

Industry Insights

The entertainment industry is bigger than ever and the public are constantly sniffing out something new, whether the latest series on Netflix, or the newest release on the big screen, the appetite for entertainment is a large one, and is continually growing. The UK entertainment and media industry is set to lead Europe, with annual growth expected to increase by 4% by 2026.
After a tough few years, the UK box office welcomed over 123.6 million visitors to the cinema in 2023, an impressive 5.3% increase from 2022, whilst in the fourth quarter of 2023, the number of UK households subscribing to a video-on-demand (VOD) service amounted to around 18.8 million.
With both an exciting present and future for the entertainment industry, how does this translate into out of home (OOH) advertising?
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Focusing primarily on cinema and SVoD, average audiences for both mediums fall into younger categories spanning from ages 15-34. Similarly, it is interesting to note that a large OOH audience in the UK indexes high within the same age categories.
When choosing what to watch at the cinema, this age group in particular are likely to have chosen the film for its content but also are influenced by factors such as the studio director of the franchise and also the film’s advertising- creating a big opportunity for advertisers looking to utilise outdoor advertising.

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OOH has the magic ability to be both a broadcast channel, but also give clients the opportunity to target specific audiences through data-driven purchasing. Reported to reach 98% of the public weekly, brands can leverage this massive potential audience using data sources to get them in front of the right people, in the right place, at the right time.
So why should OOH be included on a media buying plan?
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<h4 class="p1">Influencing the Sales Funnel</h4>
OOH ads have been reported to have influenced the sales funnel by creating awareness. By creating awareness, outdoor touch points can cause an audience to take action and learn more about an offering. Not only this but studies have also suggested that OOH can also affect the consideration and buying phase of the funnel.
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<h4 class="p1">Attention and Emotion</h4>
The creative opportunities in OOH are limitless, from dynamic ads, immersive 3D campaigns, to special builds, the attention grabbing nature of OOH is perfect for impactful entertainment campaigns. A great example of a special build was for the campaign carried for Netflix show Man vs Bee. Located on our Trafford location, the campaign on the digital screens was complimented by giant bees resting atop totem poles. Read more about it <a href="https://openmedia.uk.com/insights/netflix-create-a-buzz-with-unique-special-build">here.</a>

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Immersive OOH is known to elevate feelings of joy and excitement with consumers and can help people engage with a brand campaign in a memorable way. In turn, emotions are effective on driving behaviour, but most importantly, emotions can influence decision making which is paramount in measuring the effectiveness of a campaign.
The growth of the entertainment industry doesn’t seem to be slowing down with the value of UK entertainment sales increasing for the eleventh successive year in 2023. Forecasts indicate that the the UK cinema market is estimated to reach a massive £2bn by 2027. Couple this with the exciting nature of OOH, adding out of home onto an entertainment campaign plan can yield tremendous results and drive an impressive return on investment.
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Sources: UK Cinema Association, Statista, <a href="http://pwc.co.uk">pwc.co.uk</a>, ofcom, YouGov, <a href="http://advanced-television.com">advanced-television.com</a>, billups.com, Amplify Outdoor, Talon, mediacat magazine, <a href="http://cinema.org.uk">cinema.org.uk</a>

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In celebration of B Corp month, we hosted the  &#8216;Moving Media Forward: Insights from B Corps in Media&#8217; panel in London, in which prominent names in the B Corp community joined forces to discuss the B Corp movement in media, this years B Corp month theme ‘this way forward’, and why events like these are so important.
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In this insightful talk from some of the finest B Corps in the ad space, as well as representation from Ad Net Zero, our CEO Mike Smith was joined by; Julie Richards, Director of Sustainability and Operational Transformation at The Guardian, Elle Chartres, UK Director of Ad Net Zero at the Advertising Association and Pippa Glucklich, CEO of Electric Glue.
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In a morning of insightful and interesting discussion, one major theme from all participants was that of collaboration. The panel discussed how changes are not made solely, and it is key to be honest and be open to learn in order to grow. Coming together as an industry to effect real change is key, with actions such as setting standards and instilling these in culture really helping drive change.
A massive thank you to all the attendees &#8211; stay tuned for our next event, coming soon!

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By Helena Houghton-Casella, Senior Operations &amp; Sustainability Executive
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Curious about how businesses can lead the charge towards a sustainable future? In my role as Senior Operations &amp; Sustainability Executive, I’ve had the privilege of spearheading initiatives that make a real difference. From streamlining processes to implementing more responsible practices, let’s explore three impactful strategies that are shaping our commitment to sustainability. Join us in paving the way for a decarbonised and more transparent future.
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<li>Powering Down for Conservation:</li>
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One tangible step Open Media takes to reduce its carbon footprint is by powering down its screens overnight. By implementing this practice between midnight and 6 am, Open Media minimises energy consumption, leading to reduced disruption while maintaining high audience reach for clients. This approach reflects a delicate balance between effective campaigns and positive community relationships. Encouraging other businesses to adopt similar strategies can significantly contribute to energy conservation efforts.
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<li>Comprehensive Carbon Tracking and Offsetting:</li>
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Open Media engages in rigorous carbon tracking and reporting, utilising the results to offset its carbon footprint through initiatives like <a href="https://ecologi.com/">Ecologi</a>. By understanding its environmental impact, Open Media can implement targeted strategies to minimise carbon emissions. Life cycle assessments play a crucial role in this approach, helping the company identify and adopt the least carbon-intensive methods for building and operating digital screens. This commitment to sustainability demonstrates a proactive stance towards environmental responsibility and sets a precedent for other organisations to follow suit.
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<li>Inspiring B Corp Certification and Collaboration:</li>
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Open Media&#8217;s journey towards becoming a B Corp certified company underscores its dedication to sustainability and responsible business practices. By achieving B Corp certification, Open Media emphasises its commitment to a future where businesses prioritise social and environmental considerations alongside profits. Through partnerships with like-minded companies and active participation in initiatives such as <a href="https://adnetzero.com/">Ad Net Zero</a> and Front Foot, Open Media not only leads by example but also inspires others to embark on their own B Corp journey. By fostering collaboration and sharing experiences, Open Media contributes to a collective effort towards a more sustainable and responsible business landscape.
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By implementing these sustainable practices and actively advocating for responsible business models, Open Media sets a precedent for other organisations to follow, demonstrating that profitability and sustainability can go hand in hand for a brighter and more sustainable future.
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Explore our industry-leading Planet initiatives <a href="https://openmedia.uk.com/planet">here</a>.

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Signifying thirteen years since the launch of BOXPARK’s first, iconic East London site in Shoreditch, the arrival of BOXPARK Liverpool marks a defining moment for the brand as it continues to grow and expand across the UK. Despite the two locations being miles apart in distance, these are two areas which represent a much closer resemblance, as BOXPARK looks to connect two of the coolest neighbourhoods, North and South of the country. 
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Continuing with our own site and portfolio expansion across 2024, Open Media are delighted to be named as the exclusive out of home media partner at BOXPARK Liverpool, further enhancing our reputation as being at the forefront of meaningful cultural moments in the communities we serve. 
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In a move which builds on our longstanding relationship with the brand, BOXPARK Liverpool will become our second exclusive out of home media offering in conjunction with BOXPARK, adding to our original, game-changing site at BOXPARK Wembley. This move will also officially mark Open’s 9th unique location in the Liverpool City region, further bolstering our presence in our homeland.
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Over the last decade, BOXPARK’s food and entertainment venues have redefined the ways in which people socialise, as well as drink and dine, with each venue positioned strategically in emerging, trendy, urban areas &#8211; a strategy which very much complements Open Media’s growth plans, where the expansion of our OOH networks continues to be focussed on securing uncharted locations in up and coming, aspirational areas. 
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With The Baltic Triangle being dubbed as the hippest neighbourhood of the North, it’s no wonder this area was chosen as the location for BOXPARK’s very first location outside of the Capital. Bursting with culture much like the original Shoreditch site, The Baltic is a famed destination in Liverpool, where artists rub shoulders with film producers, creative agencies, students, bars and local eateries. 
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This new state-of-the-art dining, leisure and entertainment venue is set to become the social hub of the city, situated a stone’s throw away from the famous Albert Dock and the city’s main shopping destination, Liverpool One, which sees a huge 22 million visitors annually. The new site will provide the perfect addition to the city’s already buzzing cultural scene, with the venue anticipated to attract over one million visitors annually &#8211; from local weekend revellers to daytrippers and tourists. 
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Boasting a diverse, multi-use space extending over 21,000 square ft., as well as being home to eight commercial kitchens offering a variety of independent street food traders, the space also includes a mezzanine and a sun-terrace area, ready for the summer months. The site will also present several large event spaces which will play host to a jam-packed calendar of social and cultural events, further cementing BOXPARK’s position as one of the UK’s leading destinations for entertainment and leisure.
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As part of this extended partnership with BOXPARK, Open Media are proud to be launching one of the biggest Out of Home domination opportunities in the whole of the North West, covering an equivalent 325 Sqm overall, making it a truly unmissable offering for brands to harness. 
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Placed in prominent position on the external facade of the new BOXPARK Liverpool site, this incredible domination opportunity comprises two static external banners (size 6.5m x 16m), alongside a state-of-the-art digital screen (size 6.5m x 18m), with the latter adding to Open Media’s esteemed national DOOH network &#8211; <a href="https://openmedia.uk.com/connect">Open Connect.</a> Combined, this opportunity presents brands with an extraordinary canvas to deliver both inspiring and creative OOH campaigns, which have the capability to target both a pedestrian and vehicular audience. 
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Adding to this, inside the venue there will be four further internal banners, enabling brands to get one step closer to audiences and the action as a whole. The internal banners will provide brands with the chance to reach a highly engaged and captive audience, including fanzones around specific event days and sporting fixtures, such as the 2024 Euros, The UEFA Champions League and more.
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BOXPARK Liverpool will launch officially on Friday 19th April. Ahead of this, Open Media will be inviting interest from brands to become an official launch partner, an opportunity which will encompass the two external banners and the four internal banner sites. 
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Please refer to the below sales pack or get in touch with one of our marketing team for more information at <a href="mailto:marketing@openmedia.uk.com">marketing@openmedia.uk.com.</a>

Introducing the new home of BOXPARK, The Baltic Triangle.

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As the exclusive media partner of BOXPARK Liverpool, we are thrilled to be growing our presence in the North of England, while furthering our long term partnership with the BOXPARK brand. Strategically, this addition to our portfolio represents a remarkable milestone for us as a business. BOXPARK Liverpool will mark our 9th unique location in the Liverpool City region and the expansion very much reaffirms Open Media as the main OOH player within the culture, leisure and entertainment space.

Mike Smith

Our longstanding relationship with Open Media has been a game-changer, generating fantastic opportunities for us both in terms of brand partnerships and revenue. We are incredibly excited to launch our first site outside of London and look forward to working exclusively with Open Media in our new, Liverpool location.

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Dan Fullarton

OOH advertising definitely has a magical blend of impact, location prowess, and real-world charm. It offers brands the chance creates connections that resonate long after the campaign lights dim. There really is no place like out of home.
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Central to Open Media’s fresh new brand identity is a bold and powerful strapline – ‘There’s no place like out of home’. We chose it because there’s a real truth to the words. It brings to mind all the incredible opportunities that out of home (OOH) advertising offers our clients. According to the Advertising Association and Warc, outdoor advertising expenditure in the UK is projected to reach an incredible £1.44bn in 2024.  The coming year offers so many possibilities for out of home,  through innovation sustainability and technology. So wanted this year to shine a spotlight on that.
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The truth is  ‘There’s no place like out of home.’ And here’s a few reasons why…
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Maybelline&#8217;s 3D outdoor campaign highlights the power of creating memorable brand experiences

1. Memorability 
&#8220;83% of people recall having seen OOH advertising within the last 30 minutes&#8221; 
Well-designed and genuinely strategically placed OOH ads are not just seen; they&#8217;re genuinely remembered. It allows brands to create moments that linger, contributing to increased brand recall and fostering authentic customer loyalty. According to Outsmart research, when shopping, 83% of people recall having seen OOH advertising within the last 30 minutes. Which means that thanks to attention-grabbing graphics and striking imagery, your campaigns are not just ads.
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2. High visibility 
OOH allows your brand to be strategically placed in high-traffic areas, maximising visibility and ensuring that your message reaches a broad audience. This high-impact visibility contributes to brand recall and recognition. OOH also gives brands the opportunity to target specific audiences using data and programmatic booking methods.
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<a href="https://openmedia.uk.com/campaigns">Explore our campaigns</a>
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3. Creative possibilities 
It can be larger-than-life if you want it to be. The immersive 3D campaign we carried for <a href="https://openmedia.uk.com/insights/re-introducing-open-perspective">Maybelline</a> is a great example. Placed in key sites across the country, Maybelline captivated audiences using 3D imagery. With the options of flexible sizes, designs and formats, brands can experiment with various visuals and designs. The creative possibilities using our Open Connect, Open Perspective and Banner options are endless, allowing your brand to stand out in a unique and memorable way. And that’s an exciting place to be. 
<a href="https://openmedia.uk.com/insights/re-introducing-open-perspective">Explore Open Perspective</a>
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4. Local Impact 
&#8220;The truth is that OOH can make a real impact locally.&#8221; 
We’re always excited about place – where, how and to whom our campaigns hit home. It grabs attention, builds trust, and creates a lasting impression by choosing the right spots in the communities near you. It&#8217;s about being seen where it matters most, connecting genuinely with the people you want to reach making it more relatable, and your campaigns a success. 
<a href="https://openmedia.uk.com/locations">Explore our locations</a>
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4. Targeted messaging 
We currently have screens in 37 screens in 30 key locations across the UK and counting. The strategic advantage of placing messages in the heart of the action means you can reach the right people at the right time where they live, work, and play. And we offer the perfect spots, ensuring your brand is part of their daily adventures. 
<a href="https://openmedia.uk.com/locations">Explore our locations</a>
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5. Increased Mobile Interactivity 
OOH ads are not just static – they&#8217;re genuinely interactive. And it’s easy to harness the power of QR codes, NFC, or augmented reality with the right approach. You can encourage audience engagement through their mobile devices and make your brand an authentic experience. This is where OOO bridges the gap. It offers genuine, tangible connections with audiences. Whether it&#8217;s an interactive display or an immersive campaign, OOH transforms passers-by into active participants, creating memorable moments that extend beyond the digital space.
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<a href="https://openmedia.uk.com/campaigns">Explore our campaigns</a>
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6. Integrated campaigns 
People talk a lot about how out of home is becoming a key part of a bigger strategy. The fact that you can integrate OOH into your marketing mix and create a multi-channel approach, reinforcing your brand message across both online and offline platforms makes it all the more appealing. 
<a href="https://openmedia.uk.com/contact-us">Contact us</a>
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For all of these reasons, and more, OOH advertising offers brands the chance creates connections that resonate long after the campaign lights fade.
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That&#8217;s why there really is no place like out of home.
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Want to find out if out of home is for you? We&#8217;d love to tell you more.
<a href="https://openmedia.uk.com/contact-us">Contact us</a>

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Change is in the air – we’re thrilled to share with you the launch of our rebrand, marking a transformative step forward for us and the out of home advertising landscape.
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As a leading provider of out of home advertising sites across the UK, our commitment to people, place and planet has always been at the forefront. Today, we’re excited to unveil our refreshed brand identity, accompanied by a brand-new website that reflects our evolution and vision.
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Our rebranding journey has been fuelled by our dedication to staying ahead of the curve, adapting to evolving trends, and remaining deeply connected to our clients and partners.

Central to our rebrand is our new strapline, “There’s no place like out of home”. Our vision is to be the destination for digital out-of-home, connecting meaningfully with audiences and delivering for our people, our place, and our planet.
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At Open Media, we use our time and spaces to do great things. Working with exciting brands and partners to bring original ideas, captivating stories, and unique cultural moments to life. Pioneering sustainable ways to do business and redefining what quality out-of-home means in towns and cities across the UK.

Our brand-new website is more than just a digital facelift; it’s a gateway to our values. We share a sense of ambition and responsibility in the work that we do.
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Explore our revamped site to discover:
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<li>Seamless and lightning-fast user experience</li>
<li>Comprehensive insights into our diverse range of sites and formats</li>
<li>Insights and case studies</li>
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Bringing brands to life in engaging, sustainable, and responsible ways sits at the heart of everything we do. It’s a principle that permeates the essence of our new brand identity. We’re committed to representing clients in the right ways, in the right locations, and to the right, and this new visual identity serves as a true reflection of upheld standards.
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On the design of our new branding, Michael Cottage, Creative Lead at our brand and communications partners, Agent, said:
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“From the early stages of brand conceptualisation, it became clear that a stand-alone mark representing a sign-off of care from the Open Media team would be a powerful visual to spearhead the new brand.
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“A fluid device, whose primary form feels ever-changing and morphing in perspective, serves as an almost 3D visual portal with out-of-home advertising at the centre. As a brand device, this shape is fluid, extending, shrinking, and moving as a representation of Open Media’s unwavering commitment to meeting the needs of brands, clients, their people, our planet, and our places.”

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We’ve always been about putting people at the heart of everything we do. We have created an environment that is supportive, passionate and that champions all we can be and achieve.
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We invite our clients, partners, and community to join us on this exciting journey. Follow us on our social media channels to see behind-the-scenes insights, stories, and the spirit behind our rebrand.
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Your support and feedback have been instrumental in shaping the evolution of Open Media, and we can’t wait to make 2024 our best year yet!

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OPEN Connect is a series of well-considered, desirable locations with an impressive reach up and down the country. Brands can now get to parts of the UK that they have previously not been able to, with an impressive 50% of the network reaching an incremental audience.
This spectacular network consists of 21 sites covering 8 key UK cities, and with the recent growth of the portfolio, brands now have the opportunity to reach an audience of almost 8,375,756 million individuals every fortnight.
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OPEN Connect

Given our already substantial large-format presence in our homeland, Liverpool City Centre, we knew the next addition to OPEN Connect in Liverpool had to be a true show-stopper.
OPEN Media are proud to announce the strengthening of OPEN Connect, marked by the highly anticipated launch of our most momentous site all year – introducing The One, Liverpool.
Strategically positioned in the heart of Liverpool’s iconic retail hub, this fantastic new full motion digital out of home screen provides a perfect opportunity to target the 22 million people who visit the shopping district annually.

The One, Liverpool.

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The ONE Liverpool is a real destination out of home site for the OPEN Connect network, due to its prominent city centre position. We continue to expand and develop the Connect network, enhancing the OPEN Media offering for brands and their campaigns.
Our new site also represents the beginning of continued responsible investment into the OPEN Media portfolio, to ensure we operate as sustainably as possible.
By introducing EcoVista’s Vistatrack technology to The ONE Liverpool and to our wider network over the coming months, we’re able to accurately track – and offset – all carbon emissions relating to our sites and the campaigns we carry.

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The One, Liverpool becomes the inaugural site to undergo embodied carbon emissions tracking using <a href="https://www.ecovistasolutions.com/">Ecovista’s</a> unique carbon tracking app and portal. As part of our continued commitment to leading the way in sustainable business as an outdoor media owner, we will be monitoring and offsetting all carbon emissions related to this new site: from screen manufacturing and delivery through to installation, ongoing site powering and throughout campaign delivery.
Through end-to-end carbon emissions tracking, we are aiming to provide a full picture of the behind-the-scenes costs of DOOH to our clients and partners, such as the production of the components of the screens, the construction of the sites themselves and the transportation of the materials.
Going forward, Vistatrack will be used across all of our sites in the OPEN Connect network in 2024. This innovative technology enables us to work in partnership with our brands &amp; clients, championing industry-leading ways to create and host OOH campaigns, as well as agreeing individual carbon offsetting initiatives.

This exciting partnership with OPEN Media demonstrates what is at the very core of EcoVista’s business. Delivering a full turnkey display and build solution with a focus on both embedded and operational carbon accountability provides what we believe is industry leading auditable data capture. Our clients can use this information to effectively offset carbon and monitor types of energy consumption.

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David Neale

Metrocentre Yellow Mall now provides further prominence in the North East marketplace, for brands wanting to tap into and target a bold and incredibly switched-on audience. This new site is perfectly positioned on the Yellow entrance of the Metrocentre, which sees 40% of the annual footfall for the whole mall, and combined with our preexisting Red Mall site, we’re providing brands the perfect opportunity to target the 20 million visitors the centre sees annually.
The Metrocentre is the second largest mall in the UK home to over 300 stores and exciting leisure opportunities, hosting the largest ODEON in the UK, a wealth of flagship stores such as Flannels, Zara and JD and the largest hybrid gym in the UK – Everlast Gyms. Additionally, the centre has seen substantial growth since 2020, welcoming a huge 58 new retailers, with huge names such as Harrods, Jo Malone, Goldsmiths and Rolex.

Metrocentre Yellow Mall.

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As OPEN Media’s prime, quality large format digital network offering, OPEN Connect reaches key cities &amp; towns where there are currently no other large-format digital out of home sites. Our growth to date has largely been underpinned by this USP, and our ability to demonstrate the network’s incremental reach and unique site locations.
The addition of 2 new sites this winter, means that our incremental reach has increased by a further 17.1%, delivering a unique opportunity for brands to reach audiences via a premium broadcast platform.

Fiona Ravlic

Innovation

With Christmas just weeks away &amp; letters to Santa already being penned, the excitement has now started in anticipation of the toys &amp; gifts that’ll be waiting under the tree on Christmas morning.
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At this time of year, Brands are renowned for their festive campaigns and memorable stories conveyed through nostalgic and often emotion evoking creative – all of which seek to engage the audience, influence consumer behaviour and purchasing decisions.
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For Very, the ambition ahead of the build up to their Christmas campaign (which launched on Wednesday 1st of November) was to playfully prime their consumers ahead of this with a Toys campaign in October to start positioning the online retailer as the go to destination for toys and as an online retail hub for families to get ahead early in the festive season, benefitting from spreading the cost of Christmas gifting. To convey this, the Brand fully tapped into digital out of home (DOOH) and, more importantly, 3D activation within their 2023 campaign.

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By working with OPEN Media, Very brought toys to life across our DOOH network within key retail &amp; shopping destinations with a visually stunning campaign – complimenting wider Very activity that ran across TV, Display, Socials and YouTube.
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From Barbie &amp; Lego to Furby &amp; Dobby, the most iconic toys of the moment have been showcased and put front of mind to shop with Very. Using the OPEN Perspective network for 3D campaign activity, it gave Very that unique and essential presence to target audiences already engaged in a buying mindset.
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We know how 3D activation delivers further sparkle to an outdoor campaign and this is definitely an objective for the Very ahead of their 2023 Christmas campaign! Not only did utilising the OPEN network allow Very to bring some of the most sought after toys available on the Very website to life – on a grand scale – it also ensured Very predominantly reached key audiences in key locations, which is essential for campaign engagement &amp; continued resonance

Matthew Bond

OPEN Perspective is available across the entirety of our full-motion portfolio, and providing the capability of showing “3D Content” can provide campaigns with an exciting and unexpected way of reaching consumers.
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3D activations have been proven to be much more effective than traditional static copy, achieving greater levels of attention, ad recall and recognition too.
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The Perspective networks offers an amazing opportunity to create some lasting memories of unforgettable campaigns, and in a time when advertisers are fighting for the attention of consumers, 3D is proving to be an essential part of any marketing plan.

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<h3>Available across all of our full-motion large format sites (8 screens total):</h3>
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– Central Station Internal (x2) 
– Coventry 
– Hull 
– Newcastle Metrocentre 
– Newcastle Haymarket – The Moor Sheffield – Hotel Football Manchester (x2) – Boxpark (event days)
For more information on OPEN Media and 3D campaign partnerships across our UK network, contact: <a href="mailto:sales@openmedia.uk.com">sales@openmedia.uk.com</a>
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OPEN Perspective One Pager.

Charity

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Recognising the all important annual observance of Black History Month, this October, Open Media are delighted to be partnering with <a href="http://blackhistorymonth.org.uk">blackhistorymonth.org.uk</a> to highlight a number of trailblazing black women, in an extensive campaign that will comprise support nationwide across Open&#8217;s digital out of home screens, social media amplification and a feature in blackhistorymonth.org.uk’s magazine.
The theme of this year’s campaign is ‘#SalutingOurSisters’, which pays tribute to the black women of past and present, who have made extraordinary contributions across various fields – from literature and music to fashion, sports, business, politics, academia, social care, and healthcare, the campaign will showcase the remarkable achievements of black women and highlight their diverse and profound impact on society.
The goal of having representation from the past and the present side by side in this campaign is to drive home the message that it is important to recognise the women who have inspired change previously, as well as those continuing that work today.
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<h3>Collaboration</h3>
For the past three years, Open Media has partnered with <a href="https://anthonywalkerfoundation.com/">The Anthony Walker Foundation</a> to commemorate Black History Month, with these campaigns growing in size, scale and reach year on year.
Back in 2020, Open first began this Black History Month partnership with localised content shown across our Liverpool portfolio, featuring a multitude of change-makers and leaders from the black community, including players from both Everton FC and Liverpool FC, members of parliament and chart-topping superstars.
Each year, our Black History Month campaign and commitment has grown in size, incorporating a larger cohort of change-makers and eventually, culminating in a nationwide campaign in 2022.
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<h3>Evolving the campaign for 2023</h3>
This year, Open have forged a new partnership to celebrate Black History Month 2023 with blackhistorymonth.org.uk to celebrate the #SalutingOurSisters theme.
Across Open Media’s DOOH portfolio, we will be spotlighting six prominent women on sites which are relevant to each individual and their relative stories and backgrounds. This will include influential names such as Dina Asher-Smith, an athlete who hails from London and was the first Briton to win three medals at the World Championships.
In localising the campaign message, Dina will be featured on Open&#8217;s BOXPARK Wembley and Wandsworth sites to strengthen the affinity of the campaign’s message, while serving as inspiration to those within the local community.
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Black History Month is a time of celebration, recognition and sombre reflection. Black people from African and Caribbean communities have been an integral part of British history and society long before 1948.
Despite the epidemic of racism and unfairness affecting black people, we continue to break barriers and use our creativity and innovation to influence lives today. The theme ‘Saluting our Sisters’ plays homage to black women who had contributions ignored, ideas appropriated, and voices silenced.

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Cherron Inko-Tariah MBE

Strengthening our previous work with the Anthony Walker Foundation, a special feature of this year’s campaign will include the creation of a bespoke piece of artwork, to champion the work of Dr Gee Walker MBE, Founder of the Anthony Walker Foundation – a not-for-profit organisation which works predominantly in Liverpool and the surrounding areas. Dr Gee will be spotlighted across our Liverpool OOH sites, connecting to audiences meaningfully within the region.

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The Campaign 
“I am thankful that black women are being acknowledged and celebrated. We need to recognise the many contributions black women have made throughout history and continue to make today.
Sadly, their exceptional achievements have often been overshadowed, diminished, or erased. Hopefully, we can inspire the next generation of young black women to dismantle the barriers, to strive and to achieve the success they rightfully deserve.
It’s time to shine the light on our past and present heroines. To all my sisters, rise and shine brightly like the stars that you are!”
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The Foundation
“The Foundation’s work delivered here in Merseyside and much further afield is so important. Everyone associated with the Foundation is committed to making a difference, to challenge racial prejudice, discrimination, and inequality. Our aim is to promote peace, racial harmony and integrity. This is what I believe my Anthony would have been focusing on, had he lived”.
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Dr Gee Walker MBE

The campaign will launch nationwide Sunday 1st October and will run throughout this Black History Month. Stay tuned across our socials throughout the month, as we tell the stories of each of these trailblazing women in each of the relevant locations, as well as sharing our feature in blackhistorymonth.org.uk’s magazine.

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Black History Month remains an important cultural fixture here at Open Media. By partnering with blackhistorymonth.org on this year’s campaign, it further exemplifies our commitment to championing diversity and inclusion as a business.
In utilising our premium and national DOOH networks, we are able to raise awareness of the all important observance while localising the campaign’s message to resonate with audiences in the communities we serve.

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Lisa Pearson

Dr Gee Walker MBE is the Founder and Patron of the Anthony Walker Foundation, a charity established in 2006 shortly after the racially motivated murder of her son, Anthony Walker. Gee did not want Anthony’s murder to be another statistic, and despite losing her son to hatred, she drew on her Christian faith to forgive Anthony’s killers.
The Foundation works to support victims of race hate and challenge racism in all its forms through education, sport, and the arts. Gee has received numerous awards, including the Prime Minister’s Point of Lights award in 2016, the Echo Outstanding Achievement Award in 2020, The Pride of Britain Awards in 2021, and an MBE for her lifetime of work to promote racial harmony in the name of her son, Anthony.

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Case Study – Everyman & Playhouse Theatres

ABOUT THE CAMPAIGN.

CAMPAIGN OBJECTIVES.

HOW OPEN HELPED.

PETER GREGGS	Marketing Officer
CAMPAIGN	Liverpool Everyman & Playhouse Theatres
RUNNING DATE	29th March – 1st April
SITES	Victoria St