Canton Tower will hang out the outdoor advertising "small waist" in fact not "small"

Outdoor advertisements are going to be on the Guangzhou landmark - Canton Tower, commonly known as the "small waist", and the news on Thursday has caused widespread public concern. Should urban landmark buildings be set up for outdoor advertising? Netizens have different opinions. Outdoor Advertising Company and industry associations think "can, but have to be innovative and integrate with the surrounding landscape", and experts say "business interests can not be allowed to kidnap public space and aesthetics." So, as the "Facade" of Guangzhou, "small waist" should be set up for commercial advertising? People know that, as early as the Guangzhou City City Management Committee for the opinion of the stage, there have been the voice of opposition.

Pay 46 million yuan for financial revenue at the bottom price

Last Wednesday, Guangzhou City Municipal Administration of management announced the "Guangzhou city ahead of time approval of outdoor advertising planning", which put forward 10 outdoor advertising set point, the Canton Tower is in it.

Public bidding shows that the outdoor advertisements set up in Canton Tower are LED advertising. Commercial advertisements are played in the 19:00 - 22:00 hours each day. The playback time is arranged at the whole point and half, each time about 5-10 minutes, and no more than 60 minutes per night. When the government needs to publish information when a major holiday, major event, or extreme event needs to be released, the advertising release time must be adjusted. If meteorological departments need weather information such as weather warning, the advertising release time must be avoided.

In the 10 points of advance batch planning, the five year transfer bottom price of Guangzhou Tata body is the highest, reaching RMB 154 million 380 thousand. Public bidding shows that the government and the owners will share the revenue from the Canton Tower advertising position according to the proportion of "37 points".

If the advertising position is traded at a bottom price, the Guangzhou finance will pay about 46 million 314 thousand yuan. It is understood that the money belongs to the government's non - tax revenue and is used by the government as a whole. It is mainly used in the construction of urban public facilities, urban management, social public service advertising and so on.

The promotion of Canton Tower is brand value

The road to outdoor advertising in Canton Tower is very bumpy. As early as in 2012, the city of Guangzhou put forward a round of outdoor advertising planning, which clearly listed the Canton Tower in the "Prohibition". On Wednesday, the early approval of the plan meant that the outdoor advertising in Guangzhou would be a big shuffle.

Nandu reporter found that in recent years, Guangzhou Tata body has been appearing in commercial advertising. In February 9, 2013, the Lunar New Year's Eve, a famous brand of cold tea "lit up" Canton Tower, the name of the three words appeared in Canton Tower "whole body". Then, a communications company's 4G brand also boarded the Canton Tower, but showed the position in the "lower body".

People in the industry have said, in the "small waist" to do commercial advertising, the value of brand publicity is far greater than commercial value. "More is the landmark building and the surrounding environment, to bring the recognition of the commercial brand, the transformation into the actual purchasing power to reflect the commercial value is not very obvious."

In order to "climb" Canton Tower, the price is not small. Some people know that the two companies have invested "expensive advertising fees", but the specific amount has not been announced. According to public bidding, the LED advertising site in Canton Tower is being installed in construction and is expected to be put into use in October.

Inquiries

Is the landmark building commercial advertising, is it appropriate?

The news that Canton Tower will set up outdoor advertising has become a hot topic in the city of Guangzhou.

It is understood that before the introduction of early approval of the plan, the city urban management committee had asked for a small range of views in advance. At that time, it was suggested that Canton Tower was not a vertical building, and the surface was curved, which meant that the Guangzhou Tata was unable to broadcast video and picture ads, "only to play text and simple graphics."

According to the plan proposed by the owner, the advertising position in the plan is located in the upper part of the tower, which is the form of "LED advertising". Night falls, Guangzhou Tata body is covered by the LED lamp, changing the same light with the body line, the overall outline of the "small waist" of the graceful. But the appearance of the advertising position may split the "whole", affecting the "small waist" at night as a whole.

The insider disclosed that in the consultation stage, someone had made it clear that it was opposed to the planning of outdoor advertising points on the central axis of the Pearl River New Town, "hope to be a quiet place in Guangzhou". People in the industry said that outdoor advertising must be integrated with the surrounding environment, "the form of commercial advertising in Canton Tower is still not determined, whether the effect is really in line with the city and architectural aesthetics, all need further demonstration."

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