MAY 2012 | HIRE
AND
RENTAL
NEWS
| 65
EVENTS IN FOCUS
For the first time Royal Wolf shipping
containers were used as advertising towers
to promote one of the tallest apartment
buildings in Canberra - The Sentinel, a 240
apartment development in Belconnen.
Royal Wolf shipping containers were
chosen for their structural integrity,
durability and stability. The two 12 metre
containers were each positioned vertically
and then anchored to the ground by
welding concrete plates onto the bottom
of the four corner castings to give the
additional strength and durability to
withstand any extreme weather conditions.
Independent Property Group, (the
marketing agency for Morris Property
Group - the developer) wanted to create
an innovative and architecturally striking
advertising medium to publicise the
Sentinel Development.
“This creative solution has generated a
real buzz in Canberra, particularly during
construction when people thought it was
public art,” Linton Snowden, Royal Wolf
ACT Sales Manager said.
Height was just one of many of the
advantages.
Shipping container provided an advertising
structure that didn’t get lost in the environment
Shipping containers lift advertising to new heights
“Graffiti is also a big problem for
traditional advertisements, so standing the
containers vertically allowed the actual
signs to be placed at least 3 metres off the
ground. This in turn made it more difficult
for them to be defaced,” Linton said.
“The other advantage of using shipping
containers is the ability to have advertising
on three sides of the container, enabling
our message to be seen from a number of
angles,” David Shearer, Director Residential
Development IPG said.
“We needed a structure that wouldn’t
get lost in the environment. We were
able to use three sides of the Royal Wolf
container so the message could be seen
from a number of angles and the fact they
towered 12 metres high meant they were
not blocked by trees or other buildings.
These elements increased the value of
the advertising dramatically. Shipping
containers have never been used in the
ACT this way before and so they were the
perfect solution to get us the ‘cut through’
we were looking for,” David said.
Royal Wolf containers can be specified
to meet portable storage requirements for
general purpose, refrigerated or hazardous
goods and are available in a variety of sizes
with flexible rental and purchase options.
For more contact: 1300 651 700 or visit:
www.royalwolf.com.au
HR