Tuesday, 5 February 2013

SUPERSIZE ME: Usain Bolt cops new world record by gracing world’s largest interior billboard

MUST SEE: The World's Fastest Man is on the world's largest indoor billboard.

The fastest man on the planet is now truly larger than life. An image of a double-sized Bolt is now prominently featured on a Nissan billboard at the international airport in Dubai. At a ceremony held at the airport on Monday, the billboard's dimensions were officially recognized as a new Guinness World Record for “the largest illuminated advertising sign (indoors).” In other words, the backlit indoor advertising sign is the largest of its type in the world. 

As part of Nissan's “What IF_” global brand campaign, the mega-sized picture of the Olympic sprint legend is one of a series of advertisements currently placed in major international airports around the world. The billboard, installed in Terminal 3 at Dubai International measures 28.0m in length and 6.2m in height, and boats 183,024 white LEDs. 

“It is a pleasure being part of another world record,” said Bolt, Nissan’s Director of Excitement, commenting on his new Guinness World Record, “and I continue breaking world records, because that’s what I do.” The global brand campaign will reportedly reach 100 per cent of the passengers of Terminal 1 and 3, through more than 74 touch points at Dubai International. 

Meantime, Nissan says the Dubai airport felt like the ideal spot to house this special billboard. “It felt natural for Nissan to choose Dubai International, one of the largest and most important airports in the world, as of one of the key locations for the deployment of our global brand campaign,” said Roel De-Vries, the auto company’s Global Marketing vice president. “Nissan is proud to have achieved a world record in Dubai, the city of so many world records.”

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