Wafi Communications installed Middle East’s first large format outdoor scrolling billboard in Dubai

Published July 20th, 2004 - 03:00 GMT

Wafi Communications, formerly known as APS Advertising, has installed the Middle East’s first large format outdoor scrolling billboard for Dubai Summer Surprises (DSS).

The four-sided 10 metre by 3.5 metre unit, placed near Dubai’s Garhoud bridge, highlights this year’s promotions and key sponsors for DSS.

“Research conducted in the United States has shown moving boards have more impact than stationary ones,” said Richard Billington, General Manager, Wafi Communications. “We have created a landmark site for DSS, by introducing two products at the same time, the scrolling billboard and the 3-Dimensional seven-metre high ‘Modhesh’, which has been manufactured at Wafi Communications’ new Al Quoz facility.

“The ‘Modhesh’ element ensures the billboard will be noticed by travellers along the route,” added Billington.

‘Modhesh’ has been made using a mix of expanded polystyrene and a unique hardened coating which has steel supports inside. “We have introduced a substitute to conventional concrete, glass reinforced concrete (GRC) and fibreglass models. It is lightweight, extremely durable and is used throughout most of the major theme parks in North America including Disneyworld,” added Billington.

Wafi Communications’ new 3D division specialises in manufacturing permanent creations for theme parks, hotels, retail environments, museums and the advertising sectors.The company’s outdoor media contracts include the large billboards on the outside of Wafi City Mall.

Wafi Communications is part of the Wafi Group, which has diversified interests including retail, leisure, real estate, transport, construction, engineering and shipping.