Branded Cities Network ("BCN"), a division of Phoenix, AZ-based EL Media Holdings USA, LLC, announced an exclusive representation agreement to sell digital advertising and integrated marketing campaigns on a new, full motion LED measuring over 18,000 sq. ft. in the heart of the famous Las Vegas Strip.
Located literally at the "50-yard line" of Las Vegas Blvd., this iconic LED structure is located on the northeast corner of Harmon Avenue and "the Strip." The 60' high by 308' wide (longer than a football field) LED was integrated into an 110,000 sq. ft. three story retail project developed by Las Vegas-based developer, BPS Partners, LLC. Walgreens is the anchor tenant in the project and has quickly become one of the busiest retail locations in the Walgreens portfolio. The retail center is averaging over 100,000 pedestrians passing through it every day.
"This state of the art, high resolution digital display will become the iconic digital media advertising buy in Las Vegas," said Steven Ellman, Chairman & CEO of BCN. Ellman further commented that, "this new media asset - with its 12mm pitch and full motion LED, roughly 27 times the size of a typical freeway billboard - truly defines our company trademark 'Iconic Media, Iconic Destinations.'"
Ellman went on to say his BCN team intends to market Vegas's newest landmark in new and inventive ways. "In addition to traditional digital media rotations, we intend to challenge marketers to engage Las Vegas consumers," said Ellman. "From social media, data collection, street level activation and smartphone connectivity, the new digital sign will become a playground for the world's most creative marketing minds." The BCN team will also actively market naming rights for the sign location in an effort to completely brand this intersection of the Vegas Strip.
The LED sign is expected to be fully operational in early August 2012. Brett Torino, one of BPS Partners' principals, said, "It was our vision to create not only the biggest but truly the best LED in the world. And, with an innovative partner like BCN, we believe we are positioned to redefine the term 'large format digital media.'"
