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April 7, 2008

Public spaces get experiential touch

A new arm of the UK's number one independent experiential marketing agency RPM has been launched, specialising in the temporary "transformation of public space through imaginative and innovative temporary branding solutions".

Going under the name of Smart City Dressing (SCD), the new division works closely with councils, architects, property developers and agencies to improve city centres, using tools such as fabric banners, light, water and floral decoration. It is also the only dedicated supplier of city dressing related products and services.

A new innovation for SCD is the Street Media Model, which allows councils and local businesses to sponsor individual banners displayed on the cities¹ stock of lamp columns.

SCD has been working with Sheffield and Southampton, but celebrates its re-launch with the announcement of two new contracts for Leeds and Sunderland.

Leeds City Council has embarked on an innovative project with the aim of becoming the first city to run a comprehensive city dressing scheme, which aims to both enhance the city, promote events and support local business. SCD will be supplying more than 100 sponsored banners through out the city promoting events.

Meanwhile, Sunderland will be transforming its sea front this summer with an innovative display of banners, which will be supplied by SCD. The banners will be displayed on lamp columns using the bannerflex system enabling banners up to three metres long and will also be displayed on unique temporary flagpoles that can be moved around the city to support individual events.

Account director Jeremy Rucker, who heads up SCD, commented: "Through us, councils can effectively promote events, dress and improve city centres, and raise revenue. Not only can councils receive these services for free, but can then receive a financial contribution on the back of it ­ councils are basically sitting on potential revenue. The Leeds and Sunderland deals are a great way to celebrate our relaunch and rebrand."

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