Over 13 Thousand People Have Confessed Their Love for Riga

24.11.2015
Jeļena Brokāne, Director of the outdoor advertising company JCDecaux Latvija informed that over 13 thousand people have confessed their love for Riga and the festival of light STARO RĪGA.


The majority, or 2,807 people, have expressed their love for the capital of Latvia in English. The French and Czech languages come next with 2,055 and 1,884 people having expressed their feelings in these languages respectively. In turn 1,788 people have confessed their love for Riga in Spanish, but 1,775 people – in Italian.
 
1,634 people have confessed their love for Riga in Norwegian, and 1,552 people – in German.

Mrs. Brokāne said: “There were 13,495 people in total participating in this campaign, which is a great result. Our forecasts regarding the longest lines queueing around the bus stops where it was possible to make a confession of love in English and German, only came true partially. Visitors of the festival were also quite eager to use the opportunity to record this magical phrase in other languages - French, Czech and Spanish.”
 


 
These efforts were also duly rewarded. Namely, those, who managed to express their confession of love in a foreign language in the most accurate way, fought for the main prize – flights for two persons to one of the seven European cities – Hamburg, Oslo, Prague, Paris, Barcelona, London or Milan. The lottery was held on 23 November and now the first five digits of the seven winners are posted here: http://www.jcdecaux.lv/lv/laimetaji.
 
The confession of love for Riga and STARO RĪGA festival was organised by JCDecaux Latvija jointly with airBaltic airline.
airBaltic Brand Manager Linards Jonins comments: “We are very happy to have had the opportunity to take part in this event, which attracted such extensive interest. If this activity serves as a stimulus to start learning some foreign language or improve foreign language skills, this would be the largest gain.”
 
During the festival of light STARO RĪGA, from 18 till 21 November, seven public bus stops in Riga symbolically transformed into one of the seven European cities. Any interested person could visit these bus stops and record the phrase “I love STARO RĪGA” in the particular language. If the pronunciation was correct, the bus stop flashed up and the happy participant was included in the lottery to win a flight to the particular city.
 
The author of the design and technical solutions of the Riga bus stops is the world-famous architect Norman Foster. His name is associated with the most outstanding architectural buildings of the world.
 
Despite the fact that objects created by Mr. Foster more resemble fantastic objects from another galaxy, his key creative principles are simplicity, ecological performance and expedience. His most illustrious works include Hearst Tower in New York – home of the press giants Cosmopolitan and Esquire and other publishing houses, as well as Wembley Stadium, the famous Gherkin and the Millennium Footbridge in London.
 
At present the bus stops designed by Mr. Foster are located in 122 cities all over the world, including Australia and the United Arab Emirates, as well as in 228 cities in France. Nowadays you can easily recognise the bus stops created by Mr. Foster in Riga, as well as in London, Lisbon, Paris, Barcelona and other places around the world.
 
In 2000, the most influential economics magazine The Economist called Mr. Foster’s bus stops the “smartest” in the world, but this year The Herald Scotland newspaper called the digital solution bus stops designed by Mr. Foster “hi-tech” technologies.
 
More information:
Tija Ezeriņa, Public ID Group Project Director
Mob. tel.: +371 29719893, Tel.: 67226647
E-mail: tija.ezerina@publicid.lv

 

Possibility for Everyone to Confess Their Love for Riga at Public Bus Stops

10.11.2015
Jeļena Brokāne, Director of the outdoor advertising company JCDecaux informed that innovative outdoor advertising objects will be arranged during Latvia's birthday celebration in seven public bus stops in Riga, letting every city resident or guest confess their love for Riga in an exciting way.


Mrs. Brokāne said: "We have not carried out any special poll, but nevertheless we think that bus stops in Paris, London, Riga and many other places around the world have heard numerous couples confessing their love for each other. That is why during Staro Rīga Festival we decided to organise a collective confession of love for our city Riga and for the festival of light.”
 
The bus stops will be equipped with various illuminated special effects as a characteristic trait of the festival of light. Each bus stop will be designed as a particular city. It symbolises that an identical bus stop is located in another city of the world.
 
During the event, to be held from 18 November till 21 November, it will be possible to express the confession of love at the bus stops in seven different languages, by recording the phrase "I love Staro Rīga” in the microphone of the outdoor object. If the pronunciation is correct, the bus stop will light up and the lucky participant will take part in the lottery with the possibility to win a flight to London, Barcelona, Paris, Oslo, London, Milan, Prague or Hamburg, provided by airBaltic airline.
 
The author of the design and technical solutions of the bus stops is the world-famous architect Norman Foster. His name is associated with the most outstanding architectural buildings of the world.
Despite the fact that objects created by Mr. Foster more resemble fantastic objects from another galaxy, his key creative principles are simplicity, ecological performance and expedience. His most illustrious works include Hearst Tower in New York – home of the press giants Cosmopolitan and Esquire and other publishing houses, as well as Wembley Stadium, the famous Gherkin and the Millennium Footbridge in London.
At present the bus stops designed by Mr. Foster are located in 122 cities all over the world, including Australia and the United Arab Emirates, as well as in 228 cities in France. Nowadays you can easily recognise the bus stops created by Mr. Foster in Riga, as well as in London, Lisbon, Paris, Barcelona and other places around the world.
Mrs. Brokāne said: “No matter which of these cities of the world you visit - you will recognise the bus stops by their uniform design".
 In 2000, the most influential economics magazine The Economist called Mr. Foster’s bus stops the “smartest” in the world, but this year The Herald Scotland newspaper called the digital solution bus stops designed by Mr. Foster “hi-tech” technologies.
Public bus stops, where the radiant outdoor objects will be installed: Brīvības Boulevard bus stop Esplanāde from the centre, Kr. Valdemāra Street bus stop Museum of Art, Kr. Valdemāra Street bus stop Zigfrīds Anna Meierovics Boulevard to the centre, Merķeļa Street bus stop Brīvības Boulevard from the centre, Merķeļa Street bus stop Inženieru Street from the centre, Merķeļa Street bus stop Merķeļa Street and Tērbatas Street bus stop Tērbatas Street.
 
The event is organised by JCDecaux Latvija jointly with airBaltic airline.

Increase in the outdoor advertising industry will reach 12% this year

28.10.2014
The increase of outdoor advertising in the overall advertising market that has been evident during recent years will continue this year by reaching 12%, which evidences gradual growth in the industry.

Increase in the outdoor advertising industry will reach 12% this year
 
The increase of outdoor advertising in the overall advertising market that has been evident during recent years will continue this year by reaching 12%, which evidences gradual growth in the industry.
“Media in Latvia is very fragmented: there are countless newspapers, magazines, radio, TV and internet media, which encumbers the development of effective advertising campaigns on a single communication channel. On the background of this chaotic advertising market the interest in outdoor advertising is constantly increasing, because it reaches a vast audience with one message, moreover in both Latvian and Russian,” notes Ilma Kauliņa, Chair of the Board of the Outdoor Advertising Association.
In 2012 outdoor advertising grew in Latvia by 5%, in 2013 by 12.6% by retaining 10% of the total advertising market. During recent years outdoor advertising has managed to develop several new formats that generate large customer interest, for example, advertising on the low-floor trams in Riga, development of new transport stops, advertising solutions in the airport, etc.
 
Although when compared to other European countries, the funds devoted for the outdoor advertising sector in Latvia are still comparatively small, and no substantial growth is evident in the sector after the past years of the crisis, outdoor advertising has notable potential and possibilities for growth in Latvia. As emphasised by Jeļena Brokāne, Director of the outdoor advertising company JCDecaux, there are still a lot of companies in Latvia that are not using outdoor advertising, also including several international advertising giants like Procter&Gamble, Unilever, Ferrero and others.
“Upon the improvement of the outdoor advertising construction quality that is already planned by the end of this year, as well as by offering the opportunity of using the new media planning tool Outdoor Impact for measuring the effectiveness of outdoor advertising, the choice of customers in favour of outdoor advertising will definitely grow in the near future,” forecasts J. Brokāne.
Brands recognised all over the world are choosing outdoor advertising in their advertising communication ever increasingly as well, and outdoor advertising is forming nearly one fifth of their total advertising budgets. A comparison of advertising views or contacts as well as costs demonstrates that by spending less funds one can reach the same effectiveness with outdoor advertising as by using TV advertising and by saving approximately 10% of the sum devoted for advertising, which determines the growth of outdoor advertising during recent years, emphasises I. Kauliņa.
Although every advertising sector is feeling difficulties in competing with the internet, I. Kauliņa acknowledges that in the near future outdoor advertising has much larger growth potential than, for example, TV advertising, because local television stations have difficulties in ensuring a high quality of programmes due to the small market and small financing. Also, technology development allows viewers to avoid watching advertisements on TV as well as one must take into account distributing financing for both the Latvian and Russian audience, which fragments the advertising market even more. The advantage of outdoor advertising is that it cannot be switched off or walked away from like the television screen can for the period of advertising, which substantially minimises the amount of TV audience.
Like the advertising industry in general, during recent years outdoor advertising has also been adversely affected by the decision of the Competition Council in the case of the merger of Modern Times Group and LNT to freeze advertising prices until 2017, which cripples the advertising market because inadequately low TV prices minimise the resources for the other fields of advertising. “Media advertising prices in Latvia are considerably lower than in Estonia and Lithuania, which minimises the amount of money on the advertising market as well as hinders the development of new solutions. After the cancellation of the restrictions there will be new trends coming into the advertising market and the content and design of outdoor advertising will become even more original by bringing the urban environment quality closer to the best practices of the developed European countries,” emphasises I. Kauliņa.
For reference.The Outdoor Advertising Association was founded in 2004 and it is celebrating its 10th anniversary on 23 October this year. Its main goals are defining and continuously updating the principles of and the need for the development and distribution of quality outdoor advertising, promoting and supporting professional training and qualification improvement of outdoor advertising development professionals as well as promoting public awareness of problems in outdoor advertising and their solutions by means of outdoor advertising, etc.
 
Ilma Kauliņa, Chair of the Board of the Outdoor Advertising Association
Contacts: Ilma Kauliņa, mob. 2 911 2889, ilma@pl.lv


Outdoor Advertising Association 10 years party!

                            

                            

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

                             

Outdoor Impact

23.09.2013
Outdoor advertising audience measurement system "Outdoor Impact" is ready to be introduced to the Latvian market
On September 18, the Outdoor Impact system’s introduction to the Latvian market will be solemnly launched.

Outdoor Impact is the most ambitious investment in the development of outdoor advertising in Latvia. For almost three years its implementation was led by two of the largest outdoor advertising companies in the Baltic region and across the world – "Clear Channel" and "JCDecaux". The Outdoor Impact technical committee has completed the system's audit, and the system is ready to be introduced to the Latvian market!

Outdoor Impact is an outdoor advertising audience measurement system, which will offer reliable figures and facts to outdoor advertising organisers and consumers. Outdoor Impact will change the way outdoor advertising is planned and purchased in Latvia, placing it on the same level as other types of advertising. The availability and accuracy of data will essentially increase the competitiveness of outdoor advertising in the Latvian advertising market.

The basis of the Outdoor Impact system lies in the huge amount of data drawn from the analysis of outdoor advertising research results on its audience. The new generation system is specifically adjusted to the Latvian market. In the research process of the project the main outdoor advertising formats were studied and classified, as well as the commuting routes of the audience analysed and the data on traffic flow summarised. More than 7500 advertising panels have been filmed and analysed using a method created specifically for this research. Several highly assessed international researchers and branch experts took part in the development process of the system.

This type of system has been successfully applied in Sweden, Finland and Norway for several years already, making Outdoor Impact an essential instrument in outdoor advertising planning, the efficiency of which is admitted by the greatest part of representatives for the advertising industry. 

In Latvia, the development of the Outdoor Impact project was controlled by a special technical committee that consists of company representatives of the branch. The aim of the committee was to inspect the processes applied and evaluate their compliance with the guidelines of the branch. On 9 September 2013, the technical committee completed its work and agreed that data interpretation and panel classification has been carefully examined in accordance with the international standards of the branch.

The Director of the Technical Committee, Kaspars Ulsts, admits that Outdoor Impact will ensure the advertising organisers and consumers have a unified outdoor advertising audience measurement system on the basis of which adequate and reliable media figures are provided.

The Outdoor Impact technical committee in Latvia is represented by:
Kaspars Ulsts – Director of Media Planning group Baltic – Director of the Technical Committee
Juris Liepiņš – Director of MediaHouse
Kārlis Zembergs – Media Director of Omnicom Media Group
Kārlis Gedrovics – Director of Inspired
Sigita Erdmane – Marketing Manager of DNB Bank
 
Additional information:
Clear Channel Baltics      Everita Ušacka                         everita.usacka@clearchannel.lv
JCDecaux Baltics              Vadimas Komarskis                   vadimas.komarskis@jcdecaux.lt


All the pictures can be seen here:
http://we.tl/TLLKfVQZh7


                         


                         


                         


                         


                                                           


                                                           


                         


                        


                        


                        


                        


                                                      



                        

REKLAMAZAURS 2012

23.09.2013
Awarded Best outdoor advertising designs 2012!
The results of the outdoor advertising competition REKLAMZAURS acknowledge the growth of the branch

On Thursday evening, 12 September, the Outdoor Advertising Association gathered the professionals of the branch for the most significant event of the year –the award ceremony of the best works of the outdoor advertising competition REKLAMZAURS, which took place in the nightclub Piens. During the five year anniversary of the competition happy news was announced, namely, outdoor advertising has been ordered more and more by local Latvian enterprises over the last year which points both to the growth of the outdoor advertising branch and the country's economic progress.

This year over four hundred outdoor design works competed for the main prize – a crystal cone with the competition logotype of the embedded image of REKLAMZAURS and diplomas. In 2012, these works were displayed in public spaces all over Latvia – on advertising stands on city streets, on means of transport, building walls, etc.

Brave and surprising solutions are expected
Outdoor advertising allows one to take advantage of modern solutions and newest technologies in a very bright manner, thanks to which the advertisement goes far beyond the frames of the tasks set by a client, resulting in much bigger publicity, says Ilma Kauliņa, Chairman of the Outdoor Advertising Association Board. "Such successful outdoor advertising begins to live its own life; the works are being filmed, taking part in international competitions such as the Samsung Galaxy Note II mobile phone advertisement, the Star Games' tram of the Continental Hockey League, etc. Whereas the innovative outdoor advertising solutions of Latvian cities cluster around the modern family of European cities. The unique, surprising, brave and bright solutions in the outdoor advertising field are something that we are aiming towards with the help of REKLAMZAURS," highlights I. Kauliņa.

Five years ago the aim with the first competition was to stimulate designers, clients and agencies' thinking regarding the suitability of the advertising design to outdoor advertising, as it is extremely hard to create an impressive outdoor advertisement with an appealing and clear message, says Jeļena Brokāne, Director of JCDecaux Latvia. “Although many bright, interesting works were seen in the competition this year, it must be admitted that the goal is not yet achieved. Thus, the good news is – the competition will also be held next year," emphasises J. Brokāne.

Also, the member of the jury and Director of Omnicom Media Group, Henrijs Bukavs admits that the creative performance of outdoor advertising has not increased over the past year. There are still lots of advertisements, where the creative solution is either very "flat" or the outdoor advertising stand is used as a message board containing too much information. "Part of the audience, which get around by car on a daily basis, is certainly not reached. Nevertheless, we are delighted by the fact that separate smaller Latvian manufacturers have also made progress in their outdoor advertising solutions that was rarely seen before. Apparently, the crisis has brought adjustments to previously neglected areas – the content and performance of local producers' advertisements," summarises H. Bukavs.

The best ones!
The outdoor advertising of the past year was assessed in three categories – Locally created design, Adapted design and Innovative solution.

In the category of Locally created design, the Snow Ball advertisement of Trikātas siers by the media agency Mediapool and creative agency Young and Hungry was assessed as the best outdoor advertising work.

 

Whereas the diploma in this category was awarded to the advertisement by Universal McCann for the basketball club VEF Rīga, as well as to the advertisement by the media agency Creative Media Baltic and the creative agency Marshal Design for the brand Rosme.

In the category of Adapted design, the laurels were won by the advertisement by the media agency Starcom and the creative agency Publicis Riga for the brand Galaxy Note II of the Samsung Electronics Baltics company.
 



Whereas the diploma in this category was awarded to the advertisement by the media agency Magnet Media and the creative agency LEAD for the brand Peugeot 208.

           In the category of Innovative solution, three prizes were awarded to the image campaign by the media agency Havas Media (MPG) and the creative agency Taivas Ogilvy for the company K-Rauta.
 

The diplomas in this category were awarded to the advertisement by the media and creative agency Alphabaltic for the ice-cream Pols, ordered by the company FoodUnion, as well as to the advertisement by the creative agency Pro[d]aktiv for the Swedbank project Angels over Latvia (Eņģeļi pār Latviju).
A special prize from the jury committee was awarded to the artist Kristīne-Luīze Avotiņa for her work in outdoor advertising for the Samsung Galaxy Note II brand.

Looking to the future with a wider scope
This year it was easy to assess the works submitted for the competition, but hard – to choose the leaders, as there were not many advertisements for which one would definitely give their vote, Monta Strēle, the representative of the committee and Marketing and Public Relations Director of JSC Drogas in the Baltic States, shares her impressions regarding the competition. "My favourite ones were the Samsung Galaxy Note II tram, which was designed using a very special, light reflecting adhesive film with Luīze Avotiņa's painting fragments, and the truly positive "Snow Ball" advertisement of Trikātas siers." As I encounter a huge number of adapted product advertisements from producers of various countries on a daily basis, I was surprised by the narrow range of adapted advertisements nominated for the competition," adds M. Strēle.

The representatives of the jury committee were of the same opinion that the quality of outdoor advertising in Latvia still has great growth opportunities. "I hope that REKLAMZAURS becomes even greater in the future, embracing activities in Latvian outdoor advertising on an even greater scale. A successful advertising solution in the region or in a trade centre full of competitors is not less important than an excellent tram in the capital," says Monta Strēle.

For information
The works submitted for the competition were assessed according to the following criteria – the quality of raw materials and resources, brand recognition, perceptibility of the message, layout suitability of the outdoor advertising, as well as the originality of the work.
In order to bring to light the best works, 50% of the assessment was drawn from the public's voting on the competition's homepage www.reklamzaurs.lv, where it is possible to see all the works submitted, but the second half was drawn from the professional jury's voting.
The works for the competition were evaluated by a jury consisting of nine advertising professionals: Ilma Kauliņa, Chairman of the Outdoor Advertising Association Board and Director of SIA Pilsētas līnijas, Jeļena Brokāne, Director of SIA JCDecaux Latvia, Jānis Spoģis, Commercial Director of Tele 2, Monta Strēle, Marketing and Public Relations Director of JSC Drogas in the Baltic States, Inese Kalveite, Marketing Specialist, Andris Rubīns, Executive Director of DDB Worldwide, Holgers Elers, Professor of the Latvian Academy of Art and Design Department Director, Arta Goldberga, Head of the Department of Urban Design at the Riga Council, Henrijs Bukavs, Director of Omnicom Media Group.

The Outdoor Advertising Association was founded in 2004. Its main goals are to define and constantly activate the development and distribution principles and necessity of qualitative outdoor advertising, facilitate and promote professional training and qualification advancement for outdoor advertising development specialists, as well as promote public awareness regarding outdoor advertising problems and their solutions with the help of outdoor advertising, etc.

On behalf of the Outdoor Advertising Association – Ilma Kauliņa, Chairman of the Outdoor Advertising Association Board, Director of SIA Pilsētas līnijas

Additional information: www.reklamzaurs.lv, www.vra.lv
 

REKLAMAZAURS 2012

 

 

JCDecaux Baltic news

10.07.2013
Outdoor advertising is a stable form of media. In 2012 it constituted 10% of the total media statistics.
      Outdoor advertising is a stable form of media. In 2012 it constituted 10% of the total media statistics.
The increase when compared to 2011 is 5%. The first six months of this year show that the increase might be even bigger than last year, more than 5%. Although the placing of political advertisements in the streets of Riga is prohibited, the outdoor environment is actively engaged and we are most definitely pleased about this.
The most active segments of the outdoor environment are food, retail and also the automotive sector.
The extensively covered branding walls in the streets of Riga prove that demand for brand positioning campaigns is high.
The replacement of old constructions with more advanced and better quality solutions is also an important theme of this year.
 
JCDecaux development at the Baltic level:

Latvia
Riga: The new, long awaited bus shelters have finally been installed in the streets of Riga. Right now they can be seen on Brīvības street from Alfa to the Jugla terminal. There are plans to install 200 additional new bus shelters by the end of the year. The bus shelter design was developed by the world famous designer Mr. Foster.

                                                              
                                                              Riga

Riga International Airport: Thanks to JCDecaux’s experience in placing advertisements in 176 airports across 27 countries, we can be proud of the transformation of Riga Airport. Instead of having several small scale advertisements, the airport now boasts efficient advertising solutions - Less is More. The biggest light box in the Baltics has also been installed in the airport.

                                                             
                                                              Riga International Airport

Valmiera: We have won the tender announced by the city. 20 new bus shelters will be installed by the end of September. JCDecaux is offering the placement of advertisements in 33 bus shelters in Valmiera.
 
Lithuania
Vilnius: A self-service bicycle rental system will start operating in July of this year. The bicycles will display client advertisements.

                                                            
                                                             Vilnius

Estonia
 
Tallinn: New large stands are being installed on the route from Tallinn to Pirita. The size of the new stands is 4mx2m, which is halfway between the size of a city light and a large stand.    
 
Outdoor Impact
 
In the second half of the year we will at long last be celebrating the introduction of the prized Outdoor Impact project on outdoor advertising media. The two main outdoor advertising companies in the Baltic region and the world – JCDecaux and Clear Channel, came together to carry out research on the impact of outdoor advertising. It will transform outdoor advertising into a responsible and comparable method of advertising among the other forms of mass media.  
 
2013 outlines the positive trends in the outdoor advertising sector, it is going to be a fruitful year!
 
We are looking forward to 2014 when JCDecaux will celebrate its 50th birthday.
 
 
Thank you for the cooperation so far and we wish success for all of us in the future!