First campaign launched on UK’s largest combined billboard

JD Sports has launched the first campaign on The Manchester Screen’s new ‘supersized’ out-of-home (OOH) site, which has been dubbed the largest of its kind in the UK.

The first activation of the combined display promotes the annual retail conference of the sports-fashion retailer held this year at Victoria Warehouse, the building that The Manchester Screen spans.

The campaign features a giant replica of JD Sports' signature yellow bag suspended from the roof, aiming to create a striking visual impact above the venue.  

The Manchester Screen was recently announced as the largest combined banner and digital billboard in the UK, after coming under fresh ownership.

The 306sq m digital screen in Salford Quays, which is already claimed as the second-largest digital outdoor billboard in Europe, can now be paired with an 834sq m static banner. This complete span of 1,140sq m reportedly makes it the UK’s largest combined OOH display.

Previously owned by Elonex Outdoor Media, The Manchester Screen now operates as its own legal entity, with Katie Smith, previous head of agency and specialist sales for Elonex, at the helm.

Speaking of The Manchester Screen’s new JD Sports campaign, Smith says: “It’s amazing to see the first screen and billboard promotion come to life with JD’s takeover.

“Not only does it create huge impact for the 250 conference attendees, but it also grabs the attention of everyone passing through this key gateway between Manchester City Centre and Media City, Salford. It’s been a fantastic team effort to bring all the event elements together – including the careful suspension of the iconic JD yellow bag from the roof.”

Jodie Howe, director of Edison Media, who handled the media buying for the campaign, adds: “This campaign shows how powerful wide-format OOH can be when creative and context come together. It’s a perfect reflection of JD’s connection to Manchester – confident, visible, and impossible to miss.”