Rounding off the year with festive OOH and signage
2021 has brought many challenges to the industry but thankfully there have been many festive projects and OOH campaigns to prove the sector is still strong.
Shining a spotlight on the industry
Wednesday, 22 Dec 2021 13:26 GMT
Global’s festive tunnel wrap for Sky Cinema’s A Boy Called Christmas on the London Underground
The festive season gives many opportunities for sign-makers and wide-format printers to produce seasonal work and prints, which boosts revenues at this busy time of year.
Companies like Baillie Signs in Edinburgh are an example of a company that has used social media to show off its work on many festive projects throughout Edinburgh such as its work on the Christmas Market, ice rink, and The Royal Botanical Garden.
Festive events mean sign-makers can create a huge array of signage and printed materials to make an area become instantly more festive. Whether it’s at a meet and greet with Santa or a beautiful light show.
Meta, the parent organisation of social media platforms like Facebook has also used signage and displays in busy parts of the UK to attract people to the offerings of small businesses. The Good Ideas Shop initiative has been designed by Meta to make alluring festive window displays to show off the great work and goods available from local businesses.
The project is a great example of companies filling empty retail spaces in locations such as Newport, Aberdeen, and Bournemouth, and is a great way for sign makers to get work in our ever-changing high streets.
3D effects on signs have been a great way to capture the public’s attention in 2021
Out-of-home (OOH) companies have also been busy using billboards, building wraps, and digital spaces to advertise supermarkets, festive products, and Christmas media.
2021 has been a year where advertisers have used creative campaigns and ideas to entice customers after being stuck indoors. One example for Global Outdoor was the EnChroma campaign for eyewear created for those who suffer with colour blindness.
On LinkedIn the OOH company says: “EnChroma’s Christmas campaign is the perfect example of how a well-crafted simple design can convey a powerful, thought-provoking message. Promoting the innovative eyewear for colour blindness, the ad is catching not just the attention of passengers, but trade press too.”
EnChroma’s eyewear campaign is a great example of integrating a festive message
Speaking about seasonal work in OOH, Lisa Portman, head of marketing at Talon Outdoor says: “Seasonality affects any industry, advertising budgets typically peak in the final quarter of the year coinciding with several key holidays, shopping, and festive events such as Halloween, Black Friday, Cyber Monday and of course Christmas. This year is no different, the ad spend projections released by AA/WARC predict the total advertising investment into Q4 2021 will hit £7.9bn, the highest level ever recorded.”
Portman adds: “OOH is on track to continue building momentum lost due to the Covid-19 pandemic, with growth into 2022 anticipated to reach 27.7%.”
The last year has proven the strength and resilience of the industry, two components that are sure to carry on into the new year.
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