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Scrolling Signage Heralds New Look For Test Match



JUNE 7, 2002

Scrolling Signage Heralds New Look For All Blacks Test Match

Expect a new look Test Match tomorrow night – as the NZRFU pioneers Australasia’s largest scrolling signage system.

The All Blacks – Italy Test Match introduces state of the art technology for the first time at a Test Match in New Zealand.

Local sports marketing company, Sportsbrand Media Limited, are investing $3 million in the scrolling advertising hoardings, which replaces the static advertising boards of the 1990’s.

The scrolling signs allow one advertiser to effectively own the advertising perimeter of the stadium for up to 30 seconds at a time, explains Sportsbrand’s Managing Director, Mr Greg Peters.

Mr Peters, working under contract to the NZRFU, trailed the scrolling signs at Italy’s games against Manawatu and the Divisional XV.

“The response has been tremendous. In the fact the signs are a bit of a hit,” he said.

The NZRFU says the new signs will deliver significantly greater value to sponsors.

As well as increased exposure on television and at grounds, it offers them a stronger association with the All Blacks, says NZRFU General Manager Commercial, Trevor McKewen.

"The signs will give our sponsors a much stronger link with the team," says Mr McKewen. "Fewer signs with greater exposure will mean higher recall and utlimately greater value to our sponsors which is what we're aiming for."

Sky Sport has applauded the new look which offers the broadcaster a less cluttered and cleaner perimeter, said Mr Peters.

And major sponsors such as Phillips have praised the signs for offering blanket advertising in 30-second bites, delivering true effectiveness to their rugby advertising strategy, Mr Peters added.

Sportsbrand purchased the signs from Belgium.

Former All Black Alan Whetton is Sportsbrand’s general manager stadia and is responsible for signage sales. Mr. Whetton says the response to the new signs has been overwhelming and he expects New Zealand rugby fans will notice a huge difference in the look of tomorrow night’s test match.

“The signs have really cleaned up the stadiums – and the impact for each individual advertiser will be there for everyone to see.”

International studies have proven that scrolling signage has a greater impact on viewers who find it easier to recall each individual advertiser, Mr. Whetton added.

Tomorrows test will herald the longest single strip of scrolling signage in Australasia.

But Sportsbrand warns advertisers – only 12 advertisers can be placed on the scrolling screens.


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