Ocean Outdoor set to retain ad contract for BFI IMAX

Ocean Outdoor has been named as the preferred bidder for the advertising contract for the iconic BFI IMAX in London, subject to contracts being finalised.

The BFI IMAX is Europe’s largest OOH canvas and features 1,734m² of creative space with LED lighting and is a highly visible presence on the roundabout next to Waterloo Station.

Ocean first won the BFI IMAX advertising contract in April 2006 and the site has been a key outdoor media choice over the last decade, with ads placed from Apple, Universal Pictures, Netflix, LMVH, Mercedes, Tiffany, Hugo Boss and HSBC.

Following a competitive pitch process, the company’s contract is set to be renewed for another five years with a lifetime value of £25m and with the option to extend by a further five years at the sole discretion of the BFI.

Ocean Labs and Ocean Studio now plan to roll out a “new suite of creative initiatives” that include 3D visuals, animated holographics and projection mapping, and mobile augmented reality. The company plans to enable advertisers to make use of the “virtual” skyline above the physical IMAX cinema with richer and more immersive content.

Lisa Rowe, BFI director of strategic projects, said: “The BFI IMAX advertising wrap is a critical revenue stream that supports delivery of the BFI’s UK wide cultural activities and Ocean’s proposal provides the BFI with surety of significant income over the length of the contract.”