PrimeSite to focus on out of home signage

By , agencyfaqs! | In Advertising | April 20, 2007
For OOH signage, PrimeSite's focus will be on sectors such as hospitals, visual workplace management, township planning, airports, railway stations and theme parks


Marketing Services' integrated out-of-home (OOH) communication solutions agency, PrimeSite, will now focus on out of home signage, visual merchandising and design, along with outdoor advertising. Earnings from signage, visual merchandising and design are expected to contribute 40-45 per cent of PrimeSite's total revenue.

According to Sanjeev Hajela, president, PrimeSite, today's consumer is travelling more and is better exposed to his surroundings. The economic boom has made consumer expectations rise with respect to goods and services. With the growth of the insurance and banking sector, the capability of people to pay has increased. Therefore, they continuously desire various categories of services that are compatible with their lifestyle. One has to pay crucial attention to them, from parking their cars to guiding them to their desired destinations with good navigation systems.

The OOH industry in India is currently estimated to be in the region of Rs 1,300-1,400 crore. With changing lifestyles and urban explosions, the industry is expected to grow at a rate of approximately 15 per cent every year. As the OOH industry grows, PrimeSite's main focus will be on sectors such as hospitals, visual workplace management, township planning, airports, railway stations and theme parks.

Hajela says that companies evolve continuously to provide consumers with better services. Today, cinema houses have been replaced by multiplexes. Similar trends will be seen in sectors such as hospitals, airports, railway stations and townships. OOH communication will play an integral role in making services user friendly.

In the hospital sector, PrimeSite is providing complete OOH signage to clients such as Max hospitals, the Apollo Group, Wockhardt Hospitals and the Birla Group. Hajela says that any person entering the hospital no longer has to ask for directions. With the help of OOH signage, he can navigate the route on his own and reach his destination with ease.

With visual workplace management, OOH communication provides production support and optimum use of machinery for factory workers. For instance, translating instructions printed in a foreign language into local languages helps to reduce accidents.

PrimeSite created OOH signage for the Delhi Metro and is also focusing on navigation signage for large theme parks. These parks are located in Rohini and Noida and are currently partly operational. Another project the company is currently handling is township planning with real estate players. PrimeSite will design signage for upcoming towns to help residents locate houses and landmarks with ease.

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