The solution effectively allowed the London Chinatown Chines Association to completely offset the costs of the LED screens and broadcast solution by selling digital and print advertising space across the site to third party event sponsors.
iDola provided a creative service, including banner design and pre-event programming production, ensuring a complete end-to-end solution for the client.
Site-Wide Solution
The celebrations spread throughout a large area of central London, centring around a large festival stage area in Trafalgar Square and spreading across the streets into Chinatown and towards Soho. iDola’s solution featured printed and digital branding throughout the whole site, beginning with a huge 60m² iCONIC mobile LED screen alongside the stage in Trafalgar Square. As well as broadcasting live coverage of the day’s events courtesy of an iDola production crew, the screen also acted as a huge promotional area, with digital banners on either side of the main content carrying branding from Tsingtao lager. Additional branding opportunities were also available via advert breaks between the on-stage acts, with all of the event sponsors receiving screen time.
Throughout Trafalgar Square, iDola helped the association to realise a number of major branding opportunities, including the stage and ballastrades, which were dressed with banners promoting event sponsors Cathay Pacific, Bank of China, Lebara Mobile, ICBC and BEA as well as the Mayor of London to the hundreds of thousands of people who visited the Square throughout the day.
As the celebrations spread throughout the London streets, so did iDola’s branding, with printed banners on each of the Chinatown entrance gates and an iCONIC 15 double-side mobile LED screen entertaining crowds on Dean Street with content relayed via wirelessly from Trafalgar Square. The iCONIC 15 had been extensively branded by iDola and carried printed branding across its base and around the speaker pods, creating an additional creative promotional opportunity in a busy street area.
