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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