GEM, is delighted to announce that it is launching a prime media location in central Edinburgh in summer 2023. The LED ad display site offers brands an exciting and impactful way of engaging with the millions of commuters, shoppers and tourists that pass through the World Heritage Site each year.
The media site will not only become the largest digital OOH ad display in Edinburgh but also the biggest digital display board in Scotland by some margin. It is the first large format digital display within Edinburgh’s World Heritage zone in the city centre where OOH advertising opportunities are notoriously rare and sought after.
The 166 metre squared High Definition LED display board will be fixed to the exterior of the prominent OMNi Centre in central Edinburgh, overlooking Picardy Place, and will offer brands a stunning opportunity to deliver creativity with contextual relevance. This location, adjacent to the iconic Edinburgh Playhouse and Scotland’s premier shopping destination, St James Quarter, is situated on one of the major traffic routes in the city centre and will face heavy vehicle, bus, tram, cycle and pedestrian traffic. The site launch is due to coincide with the launch of Edinburgh’s long awaited tram extension this summer, in time for the festival season.
There is a new tram stop, Picardy Place, opposite and this along with Bus stops, traffic lights and a public garden area will all create high dwell times.
“This is the most significant digital ad display announcement since London Piccadilly was relaunched 5 years ago and similarly it is destined to become an iconic landmark. These sites do not come along very often and even more so because the display is located in a world heritage site. Brands now have an opportunity to be part of all the buzz that Edinburgh offers, from the summer Fringe Festival to the Hogmanay celebrations.”
- Dave Watson, Head of Sales
The display is located within 500m of Waverley Train Station, Edinburgh Bus Station and Princes Street.
Edinburgh city is home to a population of 527,000, 1.6 million regionally.
The city’s residents have the highest disposable income in the UK.
Edinburgh was ranked the 13th largest financial centre internationally and the 4th largest in Europe in 2020, second only to London in the UK.
The city is the second most visited tourism centre in the UK and welcomed over 19.2 million visitor nights in 2019, injecting £1.87 billion into the local economy.
There is a large student population of over 60,000 at 4 Universities in the city.
The Edinburgh International Festival was established in 1947 and is ranked as one of the most important cultural celebrations in the world. In 2022 the Festival presented 92 productions involving over 2,400 artists to an
audience of over 150,000.
The Edinburgh Festival Fringe is the largest arts festival in the world with live theatre and comedy performances. In 2022 over 3400 shows were staged and ticket sales reached 2.2 million.
Edinburgh’s Hogmanay celebrations on Princes St are the
biggest New Year street party in the world.