Elan launches The Torch, The Runway at DHFC

Elan Media has launched its latest ‘digital out-of-home’ assets at the Doha Festival City (DHFC) – The Torch and The Runway.
The Torch is now the largest ‘digital out-of-home’ roadside screens in Qatar; each portrait screen stands at 50sq m facing both carriageways of one of the main arterial roads in Qatar, the Shamal Highway.
The Torch was supplied by Daktronics, an American company with a rich heritage in providing the highest quality LED displays for the harshest of climates.
The screens are programmed to endure heat and humidity.
The LED bulbs are calibrated to optimise performance under the intense glare of the sun.
According to Elan Media, The Runway is an innovative collection of eight sequential digital screens wrapped around the pillars of DHFC’s signature food court and entrance to the soon-to-open theme parks.
The Runway was customised and supplied by Altoona, a leading Italian company specialised in the production of full colour LED displays that uses the latest high definition technology and custom built magnetic structures to ensure the 360 degree finish.
“The eight screens of The Runway and the two screens of the Torch will join the existing 86 cutting-edge digital assets located across the mall, creating an unparalleled advertising experience to its visitors and a prime opportunity for brands to reach millions of visitors from Qatar, the GCC and worldwide,” Elan Media’s COO Jamie Ball said.
DHFC general manager Trevor Hill said ELAN’s technology solutions are best-in-class and very much in keeping with the full-platform of digital experiences at the mall. “By launching bespoke digital media solutions, the Torch and the Runway, we have created prime opportunity for local and international brands to communicate with millions of visitors each year,” he noted.
Both of these assets are controlled from Elan Live Digital Control Centre, the first Digital Control suite of its kind in Qatar.