Tribune News Network
Doha
ELAN Media, Qatar’s leading advertising company, has completed the installation of a 100-unit-strong out-of-home and digital out-of-home network in Lusail in readiness for the country’s hosting of the FIFA World Cup 2022.
The completion of the city-wide network represents Qatar’s first fully planned network utilising data to optimise asset location for optimum advertising exposure.
The assets, which will bring Lusail to life in a blaze of light and colour, see 25 LED screens, including the Lusail Gateway and the Boulevard, dominate the landscape across the futuristic city. Other assets installed include advertising street furniture across Lusail Promenade and around the city.
Commenting on the completion, Jaber Abdullah Al Ansari, CEO of Elan Group, said: “This is a significant achievement for Elan Group as we succeeded in designing and delivering a world-class out-of-home advertising network within a short time to be ready to showcase major international brands during the FIFA World Cup Qatar 2022.”
He added, “This is a one-of-a-kind advertising network that will enhance the overall out-home advertising offering in Qatar thanks to its unique assets that combine the latest technological innovations with a custom design specifically developed to blend harmoniously with the modern and elegant architectural style of Lusail city.”
Engineer Yousef Abu Bakr Al Musleh, chief development and asset management officer of Qatari Diar, said: “Lusail, which hosts the stadium where the World Cup final will be played, is now ready from an outdoor advertising perspective to put brands in the global spotlight. This network is a key component of our modern city and adds a creative dimension to Lusail’s streets and walkways.”
ELAN Media custom-designed the premium digital assets adorning the Boulevard and Lusail Gateways in partnership with renowned international design studio Rainlight to complement the iconic architectural style of Lusail city. ELAN Urban, the manufacturing arm of ELAN Group, manufactured the assets locally in its state-of-the-art factory in the new Industrial Area of Doha, making these the first advertising assets planned and produced in Qatar.
The network, which will be exclusively operated by ELAN Media, has received a highly positive and welcoming response from both brands and agencies, with most of the brand exposure and advertising opportunities for this year already booked and ELAN Media receiving strong demand for 2023.
