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Heathrow Express and Sidetrack make 2008 a happy new year for UNICEF
Heathrow Express and SideTrack donate £20,000 of high profile videowall ad space to UNICEF to raise funds through the New Year period.
Heathrow Express – the non-stop rail link between Heathrow airport and London Paddington – and partner SideTrack Technologies get the New Year off to a happy start for UNICEF today by announcing the donation of innovative new in-tunnel advertising space.
The international children’s charity’s advert will be shown using state-of-the-art videowall technology, allowing passengers to see a constantly moving image whilst travelling in Heathrow Express’ tunnels between Heathrow and London. The Heathrow Express/SideTrack videowall is, at 450 metres, the world’s largest LED screen.
The videowall is Europe’s first ever LED tunnel wall lighting system and will enable UNICEF to highlight its Change for Good campaign between Thursday 27 December 2007 and Sunday 6 January 2008. The joint UNICEF/British Airways campaign, which encourages air travellers to donate any currency during BA flights, has already raised more than £24 million (US $48 million).
Brian Raven, Managing Director of Heathrow Express said: “This is the time of year for children and for giving, and Heathrow Express is proud to help UNICEF today. Heathrow Express’ videowall advertising offers huge opportunities to reach and influence many thousands of air travellers and, in so doing, bring real benefit to UNICEF and millions of children around the world.”
Rob Walker, president of Canadian-based videowall technology provider SideTrack, said: “We are delighted to be able to offer this space to a global charity like UNICEF and hope they will benefit from this.
“This space is premium in the advertising world and offers exposure to one of the most exclusive audience profiles currently on offer in the UK arriving in London via the Heathrow Express.”
Julie Milnes, Change for Good manager at UNICEF, said: “We are very grateful to Sidetrack technologies and Heathrow Express for selecting UNICEF as the first organisation to benefit from this technological innovation. The videowall will help us reach thousands of people travelling to Heathrow with the important message that spare change collected through the Change for Good initiative can make a huge difference to children's lives.”
The new LED format will offer advertisers far more flexibility over the frequency of creative change, making it possible for up to four different adverts an hour being seen by different target audiences.
Rob Walker explained: "This form of advertising has really taken off in America and now in Europe with our first installation at Heathrow Express earlier this year.
"With motion picture video advertising the series of graphic panels mounted on the tunnel walls are illuminated by lights synchronized by the train's speed.
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Heathrow Express
