New developments in AdelaideÕs outdoor advertising industry come with the emergence of street furniture, which includes illuminated bus shelters in the CBD and along major roads. Extensive research was conducted by the local outdoor groups, such as the Adelaide Outdoor Advertising Association and Adshel, into positioning and placement of advertisements. The result is saturation of advertising at major intersections, train crossings and stretches of road that provide a long approach for vehicles. An Adshel bus shelter designed to resemble a millionaireÕs lounge room was unveiled to commuters in May this year. The shelter, built in conjunction with Clemenger Adelaide, promotes a $12m Lotto draw for South Australian Lotteries. The shelter came complete with sumptuous interior, a tea serving butler, his assistants and performers. Currently the network boasts 600 illuminated advertising panels in bus and tram shelters throughout Adelaide, of which TransAdelaide, the bus and tram network, is an integral part. According to Tony Fox, South Australian chairperson for the Outdoor Advertising Association, supersite billboards is another area of growth. He says: Ò20 new sites have been developed over the past five years.Ó Most supersites and spectaculars are located in the city centre within five kilometres of the GPO, targeting the business centre. Paul Delaney, state manager of NLD, claims: ÒOutdoor advertising is very buoyant at the moment in Adelaide.Ó NLD recently bought out Claude Neon. Delaney claims the move is positive and managing director of NLD Michael Nettlefold claims its acquisition is an opportunity for the revitalised Adelaide company to concentrate on manufacturing. Current NLD clients include Channel Seven, Adelaide Bank, SA Brewery and the Adelaide Airport. Russell Ads is going strong with clients such as the Adelaide Casino, Adelaide Development, Mitsubishi, Audi, Windsor Smith and Coopers. Siobhan OÕBrien
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