Branded Cities Network (“BCN”), a division of Phoenix, AZbased EL Media Holdings USA, LLC, announced an exclusive representation agreement to sell digital advertising and integrated marketing campaigns on a new, full motion LED measuring over 18,000 sq. ft. in the heart of the famous Las Vegas Strip.

Photo by Bruce A. Bennett
Located literally at the “50-yard line” of Las Vegas Blvd., this new LED structure is located on the northeast corner of Harmon Avenue and “the Strip”. The 60’ high by 308’ wide (longer than a football field) LED was integrated into an 110,000 sq. ft. three story retail project developed by Las Vegas-based developer, BPS Partners, LLC. With its 12mm pitch and full motion LED, the new high resolution digital display is roughly 27 times the size of a typical freeway billboard.

According to Sam Toporek, VP of construction for Branded Cities, the high-tech sign incorporates 31,795,200 LEDs and 10,598,400 pixels, resulting in a 12mm pixel resolution of 7360x1440. Despite the fact that ambient temperatures in Las Vegas can frequently exceed 100°F, the sign is air cooled and pressurized by 138 fans built into the back of the sign. Altogether the LEDs and fans will consume about 1.3 megawatts (1,300,000 watts) and the sign will shine with a brightness (or nit rating) of 7500, making it clearly visible in bright sunlight.

The LED sign became fully operational in early August 2012 and according to Steven Ellman, Chairman and CEO of Branded Cities Network, it not only broke new ground in terms of size, it will also break new ground in terms of the way it is used. “In addition to traditional digital media rotations, we intend to challenge marketers to engage Las Vegas consumers,” said Ellman. “From social media, data collection, street level activation and smartphone connectivity, the new digital sign will become a playground for the world’s most creative marketing minds.” The BCN team will also actively market naming rights for the sign location in an effort to completely brand this intersection of the Vegas Strip.

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Lighting Technology Magazine

This article first appeared in the September, 2012 issue of Lighting Technology Magazine.

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