News

Dynamic digital media network deployed at Westfield World Trade Center

August 23, 2016

Westfield Corporation has partnered with ANC, a Learfield company and provider of integrated signage, design and marketing solutions to sports, entertainment, retail and transportation facilities, to deploy 5,000 square feet of LED signage throughout the 16-acre Westfield World Trade Center Complex in New York City, according to a press release from ANC. The digital media network features a 4-mm LED display measuring 280 feet long and containing 16 continuous HD outputs that can be driven natively, as well as part of the larger canvas in the building across 18 other displays.

Westfield World Trade Center is expected to generate nearly 285 million annual impressions, comprised of global and local key influencers and international and domestic tourists, the release said.

Additionally, Westfield World Trade Center will introduce cross-platform brand marketing opportunities along with sponsorships. Under the direction of Westfield's Brand Ventures division, the company's "Premier Partnerships" at World Trade Center include multi-year product and vending rights, event hosting, brand showrooms and digital out-of-home advertising exclusivity throughout the site's media network, according to the release.

"Our Brand Ventures marketing opportunities at Westfield World Trade Center will enhance the visitor environment by delivering powerful consumer experiences in a breathtaking setting," said Charley Delana, Westfield's executive vice president of brand ventures. "Whether through customized creative campaigns displayed on larger-than-life digital screens or exciting activation events, these brands will further Westfield's ability to serve as a cultural epicenter of Lower Manhattan and create transformative experiences for the vast audience of professionals, tourists, and residents who will visit the retail district each day."

Across Westfield World Trade Center are 19 digital screens, in a range of sizes including one that is four stories high and the 280-foot display that contains 15 million pixels. As consumers cross underneath the 9A Underpass through the Westfield World Trade Center, they will experience four separate LED displays totaling more than 800 square feet and 3.9 million pixels. Also, passing through the 9A Underpass, consumers will enter the West Gallery, which houses the 280-foot-long display, the release said.

Traveling through the complex and the Oculus, there are 12 displays spread across two levels in Tower 4 and one in Tower 3. Walking Tower 4's street level, consumers will experience a four-story, 70-foot transparent LED display encasing the building's glass lobby elevator.

"The digital media network at the Westfield World Trade Center demonstrates our commitment to introducing immersive consumer experiences into retail venues," said Jerome Cifarelli, president and CEO of ANC. "Through our partnership with Westfield, we are looking forward to delivering a new type of shopper and commuter environment through ANC's technologies and ongoing services."

ANC will provide Westfield with content management, content creation, ongoing service and schedule all content for both display networks via multi-year partnership, the release said. Through ANC's vCOMM operating system, the Westfield World Trade Center will combine with the 53 locations of digital signage at Fulton Center, which is also managed by Westfield and operated by ANC, to create an immersive digital experience in downtown New York City.