The highly successful Citilite range, first introduced from France and patented in South Africa and sub-Saharan Africa by Continental Outdoor in 2003, has now been launched in Zimbabwe with the erection of numerous structures in Harare. “The demand for this tactical, internally illuminated sign has been so resounding in Zimbabwe that we’re having to erect additional sites to accommodate client needs”, comments Cobus van Zyl, Assistant Divisional Manager, Africa.
The success of the range is largely due to the tactical opportunities it provides marketers. Advertising messages are moved to new locations every 4 weeks (2 weeks in South Africa). This dramatically increases brands’ reach, frequency and recall. This rotation also ensures that creative messages do not suffer ‘fatigue’ and therefore maintain their impact factor