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Council to cash in by selling advertising space on ‘iconic’ Birmingham buildings

Council to cash in by selling advertising space on ‘iconic’ Birmingham buildings

🕔04.Jun 2013

bridgeMeasures to combat Birmingham city council’s severe financial difficulties will include raising money by selling more advertising space on “iconic and landmark” buildings, it has emerged.

Deputy council leader Ian Ward said a £13 million commercial advertising deal with Signature Outdoor was already proving successful in generating revenue to help address challenging reductions in public spending.

The latest of Signature’s 35 digital billboards has been unveiled on the Broad Street pedestrian bridge linking the Hyatt Hotel and the ICC.

Cllr Ward (Lab Shard End) hinted that the council would be looking to maximize the advertising value of other buildings that it owns, although he did not give specific details.

He said: “Substantial revenues can be generated from assets in prime locations, and we have a number of iconic and landmark sites for an advertising portfolio that will attract interest from leading global organisations.

“In tough economic times, it made sense to look at a proposal like this, taking advantage of the fact the city council owns many key assets passed by thousands of people on a daily basis.

“The council has to meet challenging reductions in public spending and needs to find ways to mitigate against these reductions and preserve services and events for the people of Birmingham.”

Proposals to raise cash from advertising hoardings were first proposed by the council’s former Conservative-Liberal Democrat coalition, and a contract was awarded to Signature.

But the project hit a stumbling block in December 2011 when the planning committee refused to approve six of the sites proposed by Signature.

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