Interactive poster debuts in Edinburgh

October 14, 2010 by  

Companies specialising in poster printing in Edinburgh will have stretched their production talents to produce a new innovative poster installation on the city’s famous Princes Street as Quality Meat Scotland look to promote the quality of their natively produced meats. An interactive poster site in a bus shelter on Edinburgh’s Princes St contains a touch screen which passersby can interact with to find out more about Quality Meat Scotland, the products and their origin. Quality Meat Scotland has used the digital screen to promote its ‘Behind the Label’ campaign which aims to educate the general public about the quality of their produce and reassure consumers about the origins of the meat they buy. Pedestrians can approach the screens and view videos of farmers who produce the brands Scotch Beef and Lamb as well as the Specially Selected Pork range.

The special site forms part of a larger poster campaign across Scotland which will also run on other bus shelter sites across the country and also billboard locations. The outdoor advertising campaign will be supported by online activity including the BBC Good Food website and a press campaign in the Daily Mail and Express in Scotland only. Quality Meat Scotland will also produce a micro site for consumers to find out more about the campaign and their produce and also connect with consumers via mobile advertising. The interactive site aims to provide a springboard to engage consumers more with the ‘Behind the Label’ advertising strategy and inform them about Quality Meat Scotland brands.