Keri Heatlie, Account Director, Primesight (Global Outdoor)
We know the people of Belfast are rightly proud of their city. The capital is a driver of Northern Ireland’s economy and home to 200k+ jobs and almost 900 international companies. With 2018 marking Northern Ireland’s inclusion as Lonely Planet’s #1 region in the world to visit, it’s not just locals who know the value Belfast holds.
We’re pleased to be launching 18 smart city InLink screens in Belfast and bringing a host of free services to the area. We’ve introduced InLinks to the UK after their beginnings in New York City and in partnership with BT are offering the fastest free public Wi-Fi, free phone calls to UK mobiles and landlines, free USB device charging and maps available through the InLink tablet.
The appeal to advertisers is clear: as well as delivering outstanding city centre coverage as part of a wider broadcast campaign, InLinks are ideal for use in more targeted briefs; for example, the advanced connectivity and free nature of the InLink services makes them ideal for advertisers looking to target a younger audience.
Not only do 77% of consumers agree InLinks have a positive impact on their communities, our research has shown that 75% of them feel more positively about brands that sponsor services such as Wi-Fi, charging locations and travel information.
As we increasingly develop our InLinks as a publishing platform, there are some exciting and creative opportunities for brands to sponsor local, contextual and event content – for example we’ve already seen great success with Betway sponsoring Grand National content earlier this year. Imagine local retailers promoting Halloween events, health brands sponsoring Belfast City Marathon updates or local bars supporting Culture Night Belfast content – this is a chance for brands to align themselves with welcomed, relevant content for consumers and the possibilities are endless.
In launching this new product we’ve simultaneously focused sharply on proving value to local advertisers – alongside our consumer study we’ve recently proved through eye-tracking research on our London-based InLinks that they’re up to 28% more effective than other products on the market. When comparing InLinks to other small formats, the results proved that InLinks are seen from the furthest away. And they also delivered a higher percentage of glances from passing consumers – more people looked at the InLinks, and for the longest period of time.
In Belfast, we’d be hard-pressed to find people who love their nights out, their food, their music or their shopping trips more. As Belfast recovers from the devastating fire at Primark at the Bank Buildings in the city centre we hope the introduction of our new InLink screens will help with the ongoing resurgence of the city. We’re pleased to be launching a product that puts Belfast on the smart city map side-by-side with the likes of New York, London and Leeds who are already benefitting from the free services and advertising opportunities that our InLinks offer.