London, January 22 2016
Primesight is supporting comedienne Jo Brand as she undertakes her BT Sport Relief Challenges: Jo Brand’s Hell of a Walk, by sharing live tweets via its digital Network of roadside billboards as she progresses on her journey.
The cross-country hike, taking place from January 22-28, will see Jo Brand walk the breadth of the country in a bid to raise awareness for mental health issues. Money raised will be used to help transform the lives of some of the most disadvantaged people in the UK and overseas.
Primesight, one of the UK’s leading out-of-home (OOH) media owners, is donating media space within its national portfolio of digital roadside 48-sheet billboards, Network, to follow Brand as she makes the 150-mile trip. Working with LivePoster, the digital OOH (DOOH) data specialist, Primesight’s billboards in Leeds, Sheffield, Manchester and Liverpool will rally support by pulling and displaying the tweets, while increasing visibility for Brand.
Andrew Goldsmith, Sales Director at Primesight, said: “We’re thrilled to support Jo Brand’s challenge. Our growing Network is proving to be a major asset for our clients and it’s definitely even more rewarding when it can help to connect people for a great cause.”
Rosie Baker, Senior Marketing Executive at Comic Relief, said: “We’re delighted to be working with Primesight and LivePoster to help amplify Jo Brand’s incredible challenge for Sport Relief 2016, as she walks from the Humber Bridge to Liverpool. A big part of our strategy is to engage local audiences and the flexibility of Primesight’s digital network has really allowed us to do this, hand-picking the sites that are closest to Jo’s walking route.
“Not only that, but the ability to update the creative on these panels in real time to showcase tweets of support from the public will enable us to bring the Jo Brand challenge to life.”
Last year Primesight’s Network of digital roadside 48-sheets reached 50 billboards across the UK, making it the UK’s broadest-reaching DOOH network for the best value of its kind.