News

Out-of-home media owner Bay Media recently managed two concurrent lamppost banner campaigns in Newcastle, timed around the city's Carabao Cup victory celebrations. The projects involved adapting an existing Newcastle United FC campaign and launching a strategically planned activation for Guinness.

Prior to the cup final, Bay Media had an NUFC membership campaign live on 35 lamppost banners around St. James’ Park. Following the cup win, and with large-scale celebrations including a parade being planned, new ‘Carabao Cup Winners’ artwork was swiftly produced and installed. This involved replacing the existing 35 banners and adding a further 18 specifically along the key parade route on Percy Street, ensuring maximum visibility during the main event.

Running concurrently was a Guinness campaign, managed by Bay Media in collaboration with media agency PHD and OOH specialist Talon Outdoor. Twenty-nine banners promoting Guinness's new Premier League partnership were installed across the city from late March. The creative integrated local Magpie themes with the tagline “Lovely Day for a Guinness,” appearing on key routes and amplifying brand presence during a period of high football interest in the city.

The combination of the reactive NUFC celebratory banners and the scheduled Guinness launch created a significant OOH presence across key parts of Newcastle during the celebrations. The project highlighted lamppost advertising's flexibility for both rapid, event-driven updates and sustained brand campaigns.

This Newcastle activation serves as an interesting case study in leveraging OOH, particularly lamppost banners, to dynamically engage with city events and support major brand initiatives simultaneously.