With our strategic partner Mazars LLP Fortuna Associates has been working with Liverpool City Council (LCC) since June 2012 on a phased project basis to identify and deliver income generation from both small and large format outdoor advertising opportunities.
Phase one was a full diagnostic audit review of LCC’s current and possible income generation opportunities from large and small format outdoor advertising opportunities, along with lamppost banners and six-sheets, city dressing, and city messaging and communications. This was delivered in November 2012 and identified areas for enhancement with the Council’s existing portfolio estate, along with possible opportunities for expanding their estate and market share across the city, along with other key recommendations all of which would bring a significant uplift of income to the City Council.
Phase two, which commenced in February 2013 was to deliver a significant uplift in LLC’s income generated from both small and large format outdoor advertising, lamppost banners and six-sheets, building banner and other opportunities, and additionally to facilitate outdoor advertising & income generation workshops with officers and members both at a senior director and Lead Member level, and at operational officer level. Current delivery includes:
A renegotiation and extension to the city council’s six sheet FSU contract with Adshel which includes the addition of new digital six sheet displays
A first for Liverpool, and similar size cities in the first investment from a leading media owner in Mega-Six panels, this investment by JC Decaux heralds a new phase of investment by them in Liverpool and other such cities.
A building banner displayed on Liverpool City Council town hall in partnership with King Media, with other banner opportunities to follow with King Media and other media owners.
A digital tender exercise for a city centre digital 48 advertising screen in Clayton Square, and a pair of digital advertising towers at the gateway to Liverpool at the end of the M62 near to The Rocket
A portfolio of a number of proposed prospective sites, subject to Council approval, which can be taken to market to add significant value to LiverpoolCity Council’s current large format estate
A series of enhancements to their existing estate where possible, and the regularisation of unauthorised displays.
Advice and support across a range of income generation, city dressing and city messaging current and prospective opportunities
Liverpool City Council
“In delivering a number of outdoor advertising opportunities to the Council you have enabled a very positive outcome for the City as the financial targets set within the pilot scheme have been exceeded. During this time you have demonstrated a clear understanding of the operations of a Local Authority and expertise in the outdoor advertising industry, and your advice and knowledge has been of great value.”
Andrew Barr, Divisional Manager Highways & Transportation