By Raheem Akingbolu
Managing Director, Lagos State Signage and Advertising Agency (LASAA), Mr. George Noah, has called on outdoor practitioners on the need to align with global outdoor policy in a bid to grow the industry and beautify the environment.
He stated this in Lagos recently while inaugurating electronic scrolling billboards mounted at Onikan-Victoria Island underpass by Capital Media, one of the leading media agencies in the country.
Noah described LASAA as a government agency that was determined to change the aesthetic look of the commercial city, with regard to modern outdoor policy. Commenting on the site, he commended Capital Media for the innovation adopted, which, he said has further beautified the environment.
According to the Managing Director of the company, Mr. Tony Udenze, the outdoor agency, a subsidiary of Casers group, with insightful eye for opportunity identified the location as a vibrant platform to deliver an unparalleled out-of-home media experience and quickly utilised the opening to provide out-of-home service which will justify ad spend by clients.
Speaking on the initial challenges, while erecting the project, he said “When we identified the location as a good opportunity to mount eye catching billboards, we were mindful of the fact that it would require creative imagination to bring the plan alive”.
To ensure it delivers a world class standard, he disclosed that the company imported the signs from one of the best suppliers of outdoor signs; Rotapanel BV International, Netherlands. He added that the product consists of four synchronised scrolling signs working together to deliver an experience as you travel through the underpass.
According to the Managing Director, the company’s design team, working with Visual Design Associates (VDA) developed the concept that totally excited the management of LASAA.
To ensure the smooth running of the billboards year round, the agency has further partnered some companies for their services. They are Ro-Panel BV International for their services.
Speaking on the landscaping and beautification aspect of the project, especially in the light of the Lagos State government agenda for the environment and mega city, Udenze disclosed that the company creatively evolved a hard and soft landscape design using a mix of granite, cobble stones, pigmented slabs and indoor plants for the hard landscape.
Earlier, while commending all the people that worked to actualise the dream, the LASAA boss said Governor Babatunde Fashola was initially apprehensive over the project, but that the governor has since expressed his satisfaction.
“What we see here has further reinforced the fact that the Out-of-Home sub-sector in Lagos is daily evolving with innovation and technology that can match what is obtainable in other markets. This is the type of innovations that stand cities like Dubai and Paris out,” he said.
Earlier, the Registrar Advertising Practitioners’ Council of Nigeria (APCON), Alhaji Bello Garba Kankarofi, expressed his satisfaction at the standard of the site and called on other practitioners to continue to uphold the ethics of the profession to be able to further grow both the industry and the nation’s economy.