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.TheTorch is now the largest ‘digital out-of-home’ roadside screens inQatar; each portrait screen stands at 50sq m facing both carriageways ofone of the main arterial roads in Qatar, the Shamal Highway.TheTorch was supplied by Daktronics, an American company with a richheritage in providing the highest quality LED displays for the harshestof 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.Accordingto Elan Media, The Runway is an innovative collection of eightsequential digital screens wrapped around the pillars of DHFC’ssignature food court and entrance to the soon-to-open theme parks.TheRunway was customised and supplied by Altoona, a leading Italiancompany specialised in the production of full colour LED displays thatuses the latest high definition technology and custom built magneticstructures to ensure the 360 degree finish.“The eight screens of TheRunway and the two screens of the Torch will join the existing 86cutting-edge digital assets located across the mall, creating anunparalleled advertising experience to its visitors and a primeopportunity for brands to reach millions of visitors from Qatar, the GCCand worldwide,” Elan Media’s COO Jamie Ball said.DHFC generalmanager Trevor Hill said ELAN’s technology solutions are best-in-classand very much in keeping with the full-platform of digital experiencesat the mall. “By launching bespoke digital media solutions, the Torchand the Runway, we have created prime opportunity for local andinternational brands to communicate with millions of visitors eachyear,” he noted.Both of these assets are controlled from Elan Live Digital Control Centre, the first Digital Control suite of its kind in Qatar.