JCDecaux SA, the number one outdoor advertising company in the world by revenue, recently saw its subsidiary JCDecaux ATA join with LG Electronics and King Khaled International Airport in Riyadh, Saudi Arabia, to create a record-breaking largest billboard.
The advertising structure took over three months to complete, totaling an approximate 12,000 labor hours. It clocked in at an official measurement of 3,000 m² (32,291.6 ft²), measuring 250 m (820.2 ft) long by x 12 m (39.3 ft) tall. After completion of the billboard, LG’s advertising artwork was installed within 7 days.
"LG is very proud to be part of a fantastic initiative that will be recognized internationally through Guinness World Records," said Deuk Soo Ahn, President of LG Electronics Saudi Arabia. "This is part of what makes our product one to beat. Branding at KKIA is a major part of our media mix and this activation reflects how seriously we view the Saudi market.”
The landmark structure is strategically positioned on the capital city's airport's Access Road and enables LG to showcase the new LG G3 smartphone to 100% of the airport’s passengers, whilst communicating the brand’s identity.
King Khaled was the third-busiest airport in the Middle East last year in terms of total passengers and is expected to handle almost 20 million passengers in 2014.
"This project is a remarkable achievement for our team in the Kingdom of Saudi Arabia," said David Bourg, Chairman of JCDecaux ATA and CEO JCDecaux Middle East. "This efficient and well-coordinated initiative benefited from JCDecaux’s expertise to overcome a number of technical challenges. It also underlines our commitment to adding value for our partners and enhancing the passenger experience through creativity, innovation and seamless implementation.”
Has JCDecaux and LG's combined effort inspired a record idea for your group to attempt? Make sure to contact the Guinness World Records events management team with your organization's details.