UPDATING OUT OF HOME ADVERTISING AND NAMING RIGHTS STRATEGIES FOR A GCC GOVERNMENT ENTITY

This project marked a significant collaboration with a GCC Government Entity, aimed at modernising the country’s Out of Home (OOH) Advertising and developing Naming Rights strategies. The project encompassed various facets, including program development, commercialisation, and implementation, making it a comprehensive endeavour to revitalise the country’s commercial visibility.

We developed an updated OOH advertising program, optimising the use of public spaces and structures for maximised reach and impact. We leveraged technology, introducing digital advertising boards and smart displays, which allowed for dynamic content and real-time adaptability based on factors like time, audience, and location. This modern approach not only increased advertising efficacy but also generated substantial revenues for the government entity.

We initiated the creation of a comprehensive Naming Rights strategy. This involved identifying potential assets for naming rights, understanding market interest, and developing a pricing and partnership structure. The strategy encompassed public buildings, infrastructure, and event venues, all aimed at bringing significant financial benefits and fostering public-private partnerships.

Throughout the process, we ensured the commercialisations of these strategies, negotiating contracts, and managing relationships with private sector partners. Subsequently, we took charge of implementing the updated OOH advertising and Naming Rights programs, managing the practical aspects of launching these initiatives, and ensuring their operational success.

This case study highlights the complexities of updating commercial strategies within a public sector context, outlining the innovative approaches taken, the challenges encountered, and the successful outcomes achieved. It offers valuable insights into harnessing commercial opportunities within a public infrastructure framework.