City of Lucerne tests the acceptance of digital advertising posters

If the trial is successful, digital billboards will be installed at nine further locations, the city council announced in a report to parliament on Monday. The market for outdoor advertising is undergoing major change. Paper posters are increasingly being replaced by illuminated posters. The so-called city posters are being considered for digitalization. These are illuminated and show advertising on one side and the city map on the other. The digital posters must comply with the regulations on the protection of the townscape and traffic safety. Films may not be shown. The motifs must change in a calm rhythm and the differences between light and dark must be minimal. From 2016 to 2024, APG SGA Allgemeine Plakatgesellschaft will no longer be responsible for digital posters and other billboards on public land in the city of Lucerne, but Clear Channel Switzerland. This company had public invitation to tender made the more attractive offer. The contract still has to be approved by the city parliament.

More income expected

Around 600 paper posters, illuminated posters and poster sites at bus stops are affected by the new poster contract. The tendering process for the new category of small posters was canceled because, according to the city council, no convincing offer was received. The city is considering awarding the small posters by private treaty. The expiring contract brought the city annual revenues of CHF 1.2 million. With the new contract, the city is expecting income of up to CHF 2 million. Clear Channel is not allowed to put up posters that violate any applicable laws. Furthermore, the posters may not offend religious or moral feelings or human dignity, be gender-discriminatory or advertise addictive substances or consumer credit. (SDA/hae)