Milus Launches Global Communications Campaign With Giant Billboard At Times Square NY

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Dubai, September, 2010 - Arguably the world's most viewed billboard, located at Times Square in New York now forms part of luxury Swiss watch brand Milus’ pioneering new communications campaign.

The strategically placed billboard is one among a series of measures implemented by Milus’s global communications campaign that includes out of home advertising (OOH) at vantage points around the world. The communication initiatives also include advertising in trade and lifestyle publications in major markets around the world such as Europe, Asia and the Middle East.

The mammoth billboard in Times Square was unveiled by Milus earlier this month. “Given its unique location, we felt it was ideal for a simple, impactful message from Milus - the current time on the exquisite novelty - the Milus masterpiece Tirion Répétition Minutes TriRetrograde,” said Jan Edocs, CEO of Milus.

He noted that Milus had made use of interactive technologies, in presenting the beginning of each hour for the next few months to come and enhancing in a brilliant way the newest landmark in Times Square.

Times Square in New York remains one of the most bustling and vibrant locations on earth, guaranteeing optimal brand exposure. The Milus multi-faceted billboard features massive outdoor digital signage provided by 12 panels that wrap the building’s exterior, with a total pixel count nearing 3.3 million.

"A high profile larger-than-life medium such as outdoor is particularly relevant for creative execution, and the result is an intelligent and effectively executed outdoor campaign displaying excellent synergy between message and medium,” observed Edocs.

As consumers spend less and less time in the home, outdoor media now offers a highly effective communications solution. Outdoor offers a means to cut through the clutter of daily life by reinforcing messages that intercept consumers frequently beyond the front doors of homes and provides a constant reminder that a brand is a good choice when consumers are mobile and most receptive to advertising stimuli.

Increasingly, luxury brands are capitalizing on the potential of outdoor advertising, as an effective medium that can target precise geographic neighborhoods with accurate message delivery.

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