City signs could soon host ads

7:10am Friday 5th September 2008

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By Jack Blanchard »

VISITORS to Worcester could soon be welcomed by corporate slogans as well as street signs as the city council looks to cash in on potential advertising space.

Everything from ‘Welcome to Worcester’ signs to lampposts, car parks, benches and even major buildings could be turned into civic billboards after the council signed a new partnership deal with a marketing firm.

The deal with Immediate Solutions could bring in more than £50,000 a year to the cash-strapped council but officers say the new sponsored signs will be “sensitive” and “in keeping with the nature of the city”.

Initially the signs will be placed on roundabouts and along key routes in to the city, but officers say nothing is being ruled out.

Elsewhere in the country, Immediate Solutions has worked with councils to create welcome signs with bank logos and council workers’ uniforms with corporate logos on their backs.

Other “advertising opportunities” listed on its website include council vehicles, floral verges, parks, civic events and council pay slips.

Spokesman for Immediate Solutions Simon Evans said: “The partnership contract with Worcester City Council is a very exciting project. We are sure it will generate huge interest in the business community. This initiative, along with others that follow, allow companies associated with Worcester city to promote themselves in a very high profile and unique way”.

The city’s head of finance Grahame Lucas said the council will retain control of which adverts go where.

He said: “It’s got to be in keeping with the nature of the city. We will be wary about extending it too far.”

The council’s Conservative leader Simon Geraghty said the extra income could be re-invested in the city. He said: “We are always striving to maximise our income generation opportunities and provide value for money for the taxpayer.

“This partnership will help to boost income at a time when the council’s budget is coming under pressure, and help us to sustain the investment we have made in improving many of Worcester’s roundabouts and other key locations.”

An official launch will be held in Diglis on Monday.