out&about in the uk. Issue 1 / Q1 2011.
Out-of-home & the Olympic Games / 02 Outdoor planning awards shortlist / 06 Create showcase / 08 OMC Hall of Fame / 10 Bank Holiday & Brand Britain / 12 New UK website / 14 CCUK named Business Superbrand / 15 6s in the city / 16 Face-tracking research / 18 CSR focus / 20
02/03
Momentum building towards London 2012 Olympic Games. Tickets are now on sale, the clock is (now) counting down and on Monday (4 April) the outdoor advertising auction will open for business. Phil Charter explores what impact the Games will have on the UK and how they will boost the out-of-home industry. The London 2012 Olympic Games is set to deliver a huge boost to the economy through retail and tourism, as well as providing an even greater excuse for families and friends to get involved in sport, culture and recreational activities. During the Olympics, the millions of residents and visitors to London will be enjoying much more than just the sporting events on show. Visit Britain predicts that other attractions across the UK will also receive a boost in visitor numbers as international tourists stay for an average of nine days.
Out-of-home to the fore: With media coverage likely to showcase London by using famous landmarks and locations, out-ofhome advertising has an important role to play. Whether it is the iconic sight of Piccadilly Circus, spectacular banners, or 6 sheets in proximity to stadia, the public is set to interact with poster advertising as never before. Investment into the gentrification and modernisation of the out-of-home media estate is matching Councils’ desire to improve city centres. In the
last five years, there has been a 40% increase in people agreeing that ‘well designed poster sites improve the urban landscape’ with 72% admitting to regularly seeing out-of-home advertising (TGI UK Jul-09-Jun10). The Games will help to raise the profile of our industry, showcase our sites on a world-stage and bring new advertisers to the market. Olympic sponsors will be using sites as an extension of the branding rights afforded to them in stadia and on other media platforms. For this reason,
Previous Olympic Games have seen out-of-home markets boosted by 14% in Sydney and over 400% in Beijing. (Source WARC)
Current London travel patterns: Vehicular road trips Walking journeys Bus journeys Rail journeys Underground journeys
10.2m 5.7m 3.5m 2.2m 2.1m
Source: TFL travel survey, total journey stages per day.
LOCOG signed an agreement with all Outdoor media owners securing the vicinity and spectacular panels to give sponsors first option. The auction for sponsors launches on 4 April and in July, the market for Olympic inventory to all advertisers will open.
where audiences interact with online video and content through mobile and social networking. Advertisers and media sources will be keen to capitalise on this, through providing around the clock coverage, live updates and feeds.
Previous worldwide sporting events have resulted in some amazing out-of-home campaigns. The Nike Mt Rushmore build on our Cromwell Road site for the World Cup last year took our medium to another level in terms of its ambition and execution. Sponsors and other brands will be looking to get the most out of budgets by generating PR value and word of mouth, through creative and innovative campaigns in 2012.
During major events, digital out-ofhome can be used to share the latest news and views, celebrate success and deliver time-sensitive and real-time messaging. It is the perfect environment for tactical messaging – breaking news from the Games as it happens.
Travel patterns: LOCOG is keen to promote public transport for the 2012 games. New transport solutions such as the Javelin train service and road optimisation work (for walking and cycling routes) will help redefine movement across the capital. With the focus on walking and taking public transport, Clear Channel’s network of over 11,000 bus shelter 6 Sheets in London will play a key role in helping brands deliver messages to Olympic audiences. Out-of-home media also has the ability to reach VIPs on the M4 and on designated Olympic traffic lanes through the West End into Stratford.
Clear Channel already has an established digital billboard estate in London and has been expanding its digital mall estate throughout 2010 continuing in 2011. It would be fantastic to see a truly joined up digital approach happening during the games with online, out-of-home and mobile all working in partnership.
Clear Channel Olympic event Clear Channel recently held an Olympic themed event at The National Portrait Gallery for client, agency and specialist guests. Twice Olympic gold medalist James Cracknell entertained the crowd with stories of his past Olympic glories and set the scene for the London 2012 Games.
The digital games: Many commentators are predicting 2012 to be the first truly digital games,
Clear Channel MD Rob Atkinson with James Cracknell
04/05
London 2012 Olympics. Top five Clear Channel sites for the Olympics
1) Cromwell Road domination huge spectacular site made up of six backlit 96 Sheets and made famous by campaigns for Harry Potter, Green Hornet and the Mount Rushmore ad from Nike.
2) Digital 48 Sheets - 11 premium locations in London with flexible creative opportunities. Expect to see a brand name telling us that Usain Bolt has just broken the 100 metre world record.
3) Vicinity 6 Sheets - the closest sites above ground to the venues, as Seb Coe famously said, ‘the magic begins with the venues’. Four packs, 25% SOV each on Adshel 6 Sheets
4) The M4 corridor - towers, banners and digital sites will welcome the millions of visitors and residents entering the capital. It will be an Olympic exhibition with some memorable creative messages
5) London Exclusive - 100 panels at 33 locations in London, 100% solus and all the key addresses in the capital from the Kings Road and Knightsbridge to Park Lane and Oxford Street.
06/07
Shortlist revealed for Outdoor Planning Awards. Clear Channel has announced the shortlist for the annual Outdoor Planning Awards, held in association with Haymarket Brand Media. A range of brands, media agencies, and specialist agencies from the industry are included in the final cut. Winners of each category will be announced at an awards ceremony on the 19 April at Circus in central London and will then battle it out to be presented with the Grand Prix accolade on the night. The Shortlisted entrants are: Best use of outdoor in a multimedia campaign
entered by Kinetic Worldwide with PHD
Clinique Even Better Clinical entered by M2M with Posterscope
H&M Home A City Centre Makeover entered by UM London with Kinetic Worldwide
Vodafone Sure Signal entered by Kinetic Worldwide
Burton’s Foods Cadburys biscuits entered by UM London with IPM
Foster’s (Heineken), Good Call entered by Kinetic Worldwide with MediaVest
Best use of roadside
Nike Write the Future entered by Kinetic Worldwide and Mindshare
San Miguel Make Time entered by OMD UK with Posterscope
Waitrose Delia Smith and Heston Blumenthal activity entered by Manning Gottlieb OMD with Posterscope
Michelin Tyres Context is King entered by MEC with Kinetic Worldwide The Conservative Party Pre-election campaign entered by Posterscope with MPG Media Contacts
Best use of multiple formats in outdoor Innocent This Water Summer Splash entered by Posterscope with Vizeum Renault Wind Roadster 12 Second Strip entered by Posterscope with Manning Gottlieb OMD The Economist Where do you stand?
Best use of continuity in outdoor M&S M&S Style entered by Walker Media and Posterscope H&M H&M Continuity entered by UM London with Kinetic Worldwide and IPM Channel 4 Autumn/Winter holding
entered by OMD UK and Posterscope
and Kinetic Worldwide
Burger King All campaigns - King’s Deal, Tendercrisp, Fanta/Sprite entered by IPM with Initiative
Ferrero Rocher A very ferrero Christmas entered by MEC with Kinetic Worldwide
BSkyB Sky HD Outdoor Network 2010 entered by IPM with Mediacom Best use of innovation in outdoor Nike Nike Grid entered by Mindshare
Mini Countryman Mini World Record entered by Posterscope Hyperspace with Profero Nike Nike World Cup - Digital Synchronisation entered by Mindshare and Kinetic
The judging panel was chaired by Caroline Marshall, Executive Editor at Haymarket Brand Media. Caroline was joined by: • Roisin Donnelly, Corporate Marketing Director at Procter & Gamble • Elizabeth Fagan, Marketing Director at Boots • Danielle Crook, Head of Brand and Marketing Communications at Vodafone • Pippa Glucklich, Managing Director at Arena BLM • Daren Rubins, Managing Director at PHD • Robert Ffitch, Managing Director at Manning Gottlieb OMD • David Jowett, Managing Director at MediaCom • Tim Neligan, Managing Director at ZenithOptimedia • Mike Baker, Chief Executive at the Outdoor Media Centre (OMC) • Matthew Dearden, Chief Executive at Clear Channel UK
08/09
Our flagship Cromwell Road site continues to provide an inspiring canvas for brands to showcase their creative campaigns on a grand scale. Real cars and a movie star car took centre stage this quarter for Fiat and Sony Pictures’ Green Hornet.
Real Fiat 500s feature on Cromwell Road special. In February, the month when commuters saw record-breaking rail fare increases, the latest addition to the Fiat family, the Fiat 500 TwinAir, was declared exempt from the £10 a day London congestion charge meaning free travel within the inner London area. The car is exempt because it emits less than 100 grams per km of CO2. To let London commuters know, Fiat launched a London focused multi-media campaign, seeking out key commuter touch points with the message: ‘Pay no congestion charge with the Fiat 500 TwinAir’. Planned and bought by Maxus, the highlight of the campaign was Clear Channel’s flagship site on the Cromwell Road. The creative ran across four consecutive 96-sheet
billboards and featured three real Fiat 500s. Our Create team helped draw commuters’ attention to the ‘Pay No C Charge’ message on one of the busiest routes in and out of London achieving an estimated 2.3m impacts every two weeks.
Spectacular 3D build promotes The Green Hornet. A spectacular 3D special build to promote Sony Pictures’ The Green Hornet was installed on the iconic Cromwell Road in London. The campaign was planned and bought by Posterscope and MGOMD, devised by creative agency Empire Design and managed by Clear Channel’s awardwinning Create team. According to Stuart Williams, Deputy MD & Marketing Director, Sony Pictures Releasing: “We wanted to give the release of the Green Hornet event status and believe there is no better place to do this in outdoor media than the domination of the Cromwell Road. It’s the perfect environment to give the film the right positioning for movie goers.”
10/11
Outdoor Hall of Fame results unveiled. More than 10,000 people voted for their favourite posters in the 2011 Outdoor Hall of Fame - here are the results. Did your favourite make the top 20? In 2011 the Outdoor Media Centre (OMC) and Campaign magazine teamed up to showcase the best outdoor creative work from across the last five decades by launching the Outdoor Hall of Fame www.outdoorhalloffame.co.uk/. A shortlist was created by an industry panel which included Danny BrookeTaylor, the joint executive creative director at Dare, Daren Rubins, the chief executive at PHD, and Bob Wootton, ISBA’s director of media and advertising. The Hall of Fame was then opened up for votes to determine the best outdoor campaigns of all time. According to Mike Baker, Chief Executive of the Outdoor Media Centre: “This has been a great competition, well supported by both agencies and clients, who supplied more than half the votes. What is striking is the enduring popularity of some of the classic posters of the past. It’s clear that really successful posters create lasting memories and a real affection which goes beyond just nostalgia. They are iconic images and lie at the heart of our commercial culture.” The results are now in and your favourite campaigns will be displayed in the Hall of Fame gallery – celebrating great creativity and providing inspiration for the best outdoor campaigns of the future.
Ranking
Campaign
Brand/Advertiser
Agency
Decade
1
Hello Boys & Terrible Thing, Envy
Wonderbra
TBWA
1990
2
Labour isn’t working
The Conservative Poster
Saatchi & Saatchi
1970
3
Lord Kitchener Wants You
Parliamentary Recruiting Committee
Caxton Advertising
1960
4
His Masters Voice
The Gramophone Company
na
1960
5
White Out Of Red
Economist
AMV BBDO
1990
6
Pregnant Man
The Health Education Council
Cramer Saatchi
1960
7
Araldite
CIBA GEIGY
FCO Univas Limited
1980
8
Think Different
Apple
TBWA
2000
9
Heinz Meanz Beanz
Heinz
na
1960
10
Dumb Animals
Greenpeace
Yellowhammer
1980
11
For Strength (Girder)
Arthur Guinness Son & Co
na
1960
12
St Wayne
Nike
Wieden & Kennedy
2000
13
Cantona
Nike (UK), John Trainor, Nike European director
Simons Palmer Denton Clemmow and Johnson
1990
14
You Know What Practice Makes
Volkswagen
Doyle Dane Bernbach Ltd
1970 1970
15
Illogical
Whitbread
Collett Dickenson Pearce & Partners
16
Pyramids
Gallaher Limited
Collett Dickenson Pearce & Partners Ltd
1970
17
Quality Worth Every Penny
Marks & Spencer plc
Rainey Kelly Campbell Roalfe
2000
18
Linda
Unilever (Dove)
Ogilvy & Mather
2000
19
Hippos
Land Rover
RKCR/Y&R
2000
20
Bet You Can’t Eat Three
Nabisco
Collett Dickenson Pearce
1980
12/13
Britain to get a Bank Holiday boost. Contrary to the popular view of idle rainy days spent in front of endless DIY ads on the TV, the British population is relishing the forthcoming Bank Holiday season. Phil Charter reveals what we’re likely to be doing when we’re out and about next month... The population is spending longer at work in high pressured jobs, so an extra day’s break will give holidays this Spring an added significance. According to Mintel, 40% of the population are ‘Bank Holiday Lovers’ who gain a real ‘feel-good factor’ from their well-deserved time off. Retailers have regularly added to calls to create a new public holiday, as Britain languishes behind other European countries with just eight (compared to an average of 11). Yet with the government keen to help businesses recover from the economic downturn, creating another permanent Bank holiday seems unlikely as it would cost the economy greatly overall.
Bank holiday audience 40% Bank Holiday Lovers Relish the time off and score highest for increased out-of-home activity
The Royal Wedding It could easily be the biggest broadcast event in history, with predictions by Visit Britain that four
38% Apathetic Treat Bank Holidays the same way they do normal weekends 28% Unsatisfied Feel Bank Holidays are too close together, or that there is not enough time off. Often have to work over the weekend. Source: Mintel
England and Wales Bank Holiday dates 2011-2012
2011
New Year’s Day
3 Jan
Source: What the Brits 2012 do on a Bank holiday, 2 Jan Mintel report, 2008
Good Friday
22 April
6 April
Added significance
Easter Monday
25 April
9 April
For the first time ever, UK workers will be able to enjoy consecutive four-day weekends (22nd-25th April and 29th Apr – 2nd May), truncated by a short working week. Traditional movement and spending patterns will be broken as people are working less, and will be willing to travel further and spend more to get value from days off.
Royal wedding
29 April
-
Early May Bank Holiday
2 May
7 May
Spring Bank Holiday
30 May
4 June
Queen’s Diamond Jubilee
-
5 June
Summer Bank Holiday
29 Aug
27 Aug
Christmas Day
26 Dec
25 Dec
Boxing Day
27 Dec
26 Dec
Source: Directgov
billion people could watch the event on TV. Those who choose to avoid the event altogether will be likely to make the most of their time off by indulging in shopping and other activities. The Centre for Retail Research estimates that an additional £237m will be spent on food and drink with the nation set to host street parties and BBQs. London fashion retailers predict a £24m boost over the Royal Wedding Bank Holiday alone.
The escapists Based on travel agents’ reported booking increases, an extra 700,000 people will be taking holidays abroad in April. Whilst travel agents are likely to be receiving a welcome boost in trade, ABTA reports that domestic travel is also set to rise. Bourne Leisure, Shearings, Pontins, Hoseasons, Major Campsites and Cottages4you have all reported major booking increases for the end of April. Added to this, inbound foreign tourism is expected to swell the capital by 320,000 people during the Royal Wedding weekend.
A boost for out-of-home? With greater domestic travel, and people visiting retail locations over the long weekends, the out-of-home industry looks set to capitalise on the Bank Holiday market. A boosted out-of-home audience, coupled with a £1 billion injection for the retail industry surrounding the period has led to many brands to plan important communicate around this period.
Bank holiday activities 46% Leisure activities such as sport or visiting cultural attractions. 27% DIY and Home improvement 26% Travel to visit family or friends 15% Take extra trips to the Supermarket 11% Go shopping on the High Street 9% Have to work 9% Holiday in UK – likely to increase in 2011 6% Foreign holiday– likely to increase in 2011 Source: Mintel
Brand Britain Kinetic Panel data, released in March 2011, showed more than a third of Londoners are excited about the Royal Wedding. It is also perfectly timed just a year before the Queen’s Diamond Jubilee in 2012 and London’s hosting of the Olympic Games. The publicity will create a ‘’halo effect’’ that will boost Britain’s national identity and brand stature in the coming year. Kinetic predicts sponsors will spend around £100m on OOH advertising over and above their normal UK budgets between July 2011 and September 2012. The Department for Culture, Media and Sport also recently announced proposals to move the May Day holiday to St George’s Day on 23 April in England and St David’s Day on 1 March in Wales - to create a “national day” to build on this patriotism. British brands are certain to attempt to capitalise on the rise to prominence of national identity. This is likely to take the form of events, sponsorships and campaigns targeting iconic national locations. Ties to national identity could prove be a key battleground for brands in the run up to the 2012 Olympics. Originally published on Brand Republic www.brandrepublic.com
14/15
New website launched for Clear Channel UK. Visit us at www.clearchannel.co.uk to browse our new-look site.
The new website for Clear Channel UK was launched this month which includes details about all Clear Channel’s products, a media library with high resolution images of hundreds of out-of-home campaigns, advice on how to build an out-of-home campaign and insight into out-of-home effectiveness. We will be continually evolving the site so any feedback is welcomed! We are also building our Twitter and Facebook following @clearchanneluk and www.facebook.com/clearchanneluk so please do start following us if you want to keep up-to-date with our latest news and views.
Timeline
Clear Channel recognised as a Business Superbrand for 2011. The Centre for Brand Analysis votes for Clear Channel to be one of the UK’s leading B2B brands. Of the thousands of brands initially considered only the top 500 are deemed to be Business Superbrands; Clear Channel was placed 438 in the prestigious annual listing, now in its ninth year. Rob Atkinson, Managing Director of Clear Channel comments: “Superbrands is an extremely well respected annual listing so to be included in their Business Superbrands top 500 is a fantastic achievement for the company. These books find their way to businesses around the UK, so it’s a great chance to showcase what we do and be part of something celebrating the most prestigious British brands.”
Engineering giant, Rolls-Royce Group, was the number one brand, up from second last year, whilst BlackBerry also moves up one position from last year to take second place. Completing the top three is software giant Microsoft, which fell from number one last time out. Eight of the top ten remain the same as in 2010, proving the buoyancy a strong brand provides. www.superbrandsdigital.com/2011/CCO
Stephen Cheliotis, Chairman of the Expert Council & CEO, The Centre for Brand Analysis, comments: “Congratulations to Clear Channel on achieving Business Superbrands status. This status confirms the strength and potency of the brand in the UK. “As we enter another difficult year, the resilience of a business can be boosted by its reputation, helping to stimulate demand and loyalty versus weakerbranded rivals. The company and its employees can be extremely proud to be recognised amongst the UK’s leading B2B brands. The achievement reflects the views of experts and professionals who deemed the brand to represent quality, reliability and distinction”.
“Business Superbrands status confirms the strength and potency of the brand in the UK.”
16/17
6s in the city. Each of the UK’s biggest cities has its own unique character and its own specific industries and leisure attractions. To celebrate this, Clear Channel has launched a 6s in the city campaign. This initiative aims to encourage the industry to embrace the different character of each major UK city, and plan out-of-home media accordingly.
Some differences in city cultures include: •
Music-mad Mancunians regularly visit the city’s 20+ independent record shops.
It also highlights the role our 6 Sheet portfolio can play in helping brands meet people when they are out and about.
•
G laswegians are the biggest consumers of cinema outside of London. (Neilsen Edi data)
•
8% of Bristolians said they were 7 very satisfied to be living in the city. (City Council survey)
•
Birmingham is the curry capital of Britain. Its 115 curry houses serve up 20,000 dishes every week. (Daily Mail)
“Understanding the make-up and differences in Britan’s urban locations can help advertisers achieve cut-through and make the most of their budget.”
Timeline
Understanding the make-up and differences in Britain’s urban locations can help advertisers achieve cut through and make the most of their budget. 80% of all the distance travelled in the UK is done so by car, and our roadside inventory is best placed to reach people on the move. We have produced a brochure, web area and presentation for 6s in the city. This month we also ran a competition to promote the campaign, where entrants from across the media industry could win an Apple iPad by answering questions on the dedicated web page. The competition was won by Jessica Lynch, Senior Executive at Starcom. Jessica later tweeted “ @clearchanneluk Thank you Clear Channel, tweeting from the iPad as we speak!” More information on 6s in the city can be found at www.clearchannel. co.uk/6sinthecity
18/19
New face-tracking findings. Shoppers will engage with advertising when happy and responsive in the destination mall environment.
Shoppers respond better to digital advertising in larger malls because they are consistently happier and more engaged, according to the second wave of the groundbreaking digital malls study from lifestyle and environments network Kinetic Worldwide and Clear Channel. The latest installment of face-tracking research into consumer moods and engagement was conducted at Westfield Merry Hill, West Midlands a huge retail and leisure destination ranked in the top five malls nationally[1]. The new research progresses an earlier study in January which was conducted in Westfield Royal Victoria Place, Tunbridge Wells – a smaller mall in a commuter town. The study showed that young people (16-24) were found to engage with ads for longer than older shoppers, particularly if they felt an affinity for the brand. Meanwhile digital advertisements for youth brands were looked at for more than twice as long as untargeted ads. In general the public was happier and more engaged in the larger mall regardless of time of day or day of week.
Cutting-edge face-tracking technology from Germany’s Fraunhofer Institute – inventors of the revolutionary MP3 audio format – was employed over seven days on a Clear Channel digital screen to capture shoppers’ expressions or moods and contact duration, as well as their gender and approximate age. The camera was also able to detect recurring views, recording multiple viewings by the same person. The duration and quality of people’s engagement is linked to the size and breadth of offering within the mall. The initial study showed engagement levels differed significantly at the weekend to the week, and towards the end of the day. However, in the top-five malls people were in a consistent mindset throughout their visit, remaining engaged all day and during both the week and weekend. The research found that contact duration and mood states differed by age and gender, but recorded that younger people looked for longest and, perhaps unsurprisingly, women were generally happier than men in the malls. Younger shoppers looked at the
“Once people are inside the mall they are in a positive mindset which they remain in throughout the duration of their stay in that environment.” Nick Mawditt, Global Director of Marketing and Insight at Kinetic
Key learnings: • Engagement duration is linked to the experience, and is consistent at all times in larger malls • Younger audiences look for longer, particularly if they feel an affinity for the brand • Shoppers are generally happy, responsive and positive in the mall environment • Women are generally happier than men in malls, and younger people much more happy and engaged • Increasing animation leads to more impact – but degree of movement is critical Source: [1] Trevor Wood Associates [2] Kinetic People Panel, October 2010 [3] BCSC The Shopping Centre Industry Report [4] Kinetic People Panel, October 2010
digital ads for 5.8 seconds on average, 2.6 seconds longer than the next nearest age group, 35-44s. The overall average across all age groups was more than six times the Postar definition of conscious engagement. The camera detected different levels of happiness and net ‘feelgood factor’ which was highest among 16-24s. When shoppers were viewing the ads for H&M and BlackBerry Messenger the reults suggested an emotional connection is important in driving mood. The research also revealed that the presence of animation offers a clear impact benefit. However, full video is slightly less effective than the dynamic images now being widely used by advertisers. Nick Mawditt, Global Director of Marketing and Insight at Kinetic, said:
“By repeating this ground-breaking face-tracking technology in a larger destination mall we have discovered a consistency in mood and engagement levels that is invaluable knowledge for advertisers. Once people are inside the mall they are in a positive mindset which they remain in throughout the duration of their stay in that environment.” Pip Hainsworth, Marketing Director at Clear Channel, added: “Proximity to the point of purchase combined with the ability to tap into positive moods and mindsets makes the shopping mall the ultimate destination for advertisers. The flexibility and engagement that digital out-of-home offers our clients has been a huge step forward for our industry and this research is extremely important in providing insight into the type of creative executions that work best.”
20/21
Clear Channel counts down to WWF’s Earth Hour. At 8:30pm on Saturday 26 March 2011, people all across the world switched off their lights to show they care about tackling climate change and protecting the natural world. As well as taking part by switching off lights in landmark locations and in offices nationwide, Clear Channel counted down to Earth Hour on its Digital LED network in London. Creative also appeared on Clear Channel’s Piccadilly Lite at Piccadilly Circus, on outdoor poster sites throughout the UK and on digital panels in shopping malls in March to promote the initiative. Other Clear Channel markets also provided space to promote this year’s Earth Hour around the world. Rob Atkinson, Managing Director at Clear Channel UK, said: “Awareness of CSR and the environment is integrated into our culture here at Clear Channel. As well as working with WWF as a preferred charity partner, we are proud to have been named one of the Top 50 Green Companies in the UK by The Sunday Times for the last three years. The company as a whole is passionate about sustainability and so we’re thrilled to be part of such an exciting event to encourage people sit up and take action against climate change.” Katie Randerson - Head of Brand Communications at WWF-UK said: “Earth Hour has become a massive global event for us over the last few years. Of course it’s a challenge to
get the lights switched out in major cities on a Saturday night, but a great sense of community develops as individuals, families, schools and organisations get involved in fun activities for Earth Hour..” Deborah Meaden, Dragons’ Den investor and ambassador for WWF-UK said: “WWF’s Earth Hour is a fantastic opportunity for UK businesses to take part in a truly global event to show that they care about our planet and tackling climate change. It’s more important than ever for companies to start taking action and work towards a greener future.” Visit www.wwf.org.uk/earthhour to register and find out more about who took part and how you can make a difference.
Timeline
Taking responsibility Improving the sustainability of our company and supporting charities, such as WWF, are key priorities for Clear Channel. In the UK, Clear Channel is a leader in sustainability and has been named one of the UK’s Top 50 Green Companies for the last three years by The Sunday Times. Through our product development and work with more than 300 local authorities we are constantly striving to improve the infrastructure within local communities. We ensure that all of our street furniture products
combine clean, modern design with the bespoke, practical needs of each local authority. New initiatives in development embrace technologies such as CCTV, solar power, real-time information, way-finding solutions and safe-haven paving. Every year Clear Channel reviews its Environmental Sustainability Policy, which is published on our website, and sets new targets to improve the company’s carbon footprint and wider environmental impact. The targets for 2011 are:
Environmental Sustainability Policy Objective
Target
Measurement Criteria
Reduce our Carbon Footprint
To reduce the Energy Consumption of Clear Channel Advertising estate by a minimum of 10% through the adoption of new technology
2010 Consumption was over 27million KwH, target to reduce this to below 24.3 million KwH
Use greener fuels for our Vehicle Fleet
Bi-fuel vehicles to use a minimum of 82% LPG
82% of road fuel to be LPG (2010 = 80.9%)
Re-cycling of Waste materials
Recycling of plastic glazing materials to be a minimum of 60% of new material
To end of Sept 2010, recycling rate was 56% overall
Reduce our Carbon Footprint
Reduce average emissions for our Car Fleet to below 130gCO2/km
Average emissions in 2010 were 135gCO2/km
Reduce our Carbon Footprint
Introduce method of capturing private mileage and Business Travel (air / rail/ taxi) data
Establish data capture procedure
Content Zoe Jones, Head of Communications D +44 (0)20 7478 2946 E zoe.jones@clearchannel.co.uk Design Richard Porter, Graphic Designer D +44 (0)20 7478 2268 E richard.porter@clearchannel.co.uk Photography Malcolm Menzies & Maciej Jablonski