AN Ayrshire media company has come up with an innovative way to encourage Scots to get fit in 2010 by making more use of the canal network in Scotland.
Working on behalf of British Waterways Scotland, Posterplus Media Group, based in Ayr, has erected an inflatable billboard measuring 40ft long x 10ft high with full illumination alongside one of the busiest stretches of motorway in Scotland.
Indeed, the billboard at Speirs Wharf on the Forth & Clyde Canal will show commuters just how close the canal is to Glasgow city centre, making it an ideal place for them to shed the Christmas pounds during the working day.
Posterplus managing director, Gavin Hollywood, explains: “The idea behind the campaign is to draw attention to the Scottish canals with a view to encouraging people to get fit in the great outdoors.
“The canals are not just for boaters and anglers – the towpaths are like a free gym, as well as providing access to a spectacular environment and its varied wildlife. The lowland canals are now also part of a brand new national cycle route – the 754 – which means cyclists can easily travel city to city between Glasgow and Edinburgh.
“For our eight-day high-profile campaign, our company has installed a giant inflatable billboard on the client’s land which runs parallel with the M8 in Glasgow.
“The inflatable is running from 8.00am-8.00pm each day and is supported by illumination. The M8 in Glasgow is one of Scotland’s busiest roads, so the key objective is to create impact with the Supersite billboard to support the overall marketing campaign.”
British Waterways Scotland marketing and communications manager, Alasdair Burns, said: “We are delighted to be working with the Posterplus Media Group to create a unique outdoor advertising opportunity on the Forth & Clyde Canal and next to one of the busiest stretches of motorway in Europe.
“Scotland’s canals attract 25 million visits per year, and any revenue generated from this venture will be invested back into the network to ensure that the canals are available for everyone to enjoy everyday.”
The Posterplus Media Group
Posterplus is a UK-wide outdoor advertising media company using inflatable billboards, adtowers, digital advertising and projected screens to enable critical marketing messages to be placed closer to people outdoors than traditional billboards and advertising.
www.posterplus.co.uk
The Scottish Canals
From the majestic Caledonian Canal in the Highlands and picturesque Crinan Canal in Argyll and Bute, to the recently restored Forth & Clyde and Union Canals in the Lowlands, Scotland’s 137 mile (220km) network of inland waterways offers visitors a breathtaking array of leisure opportunities.
Over the past few years, the 200 year-old network has undergone a transformation and today more and more Scots and visitors to Scotland are discovering that canals are the perfect way of exploring Scotland’s wonderful countryside.
www.scottishcanals.co.uk
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