Gulf Related, a joint venture between Gulf Capital and US-based The Related Companies (the developers of Hudson Yards in New York), has awarded a 10-year-contract to BackLite Media, a premier out-of-home advertising company, for all advertising and promotional activities across its luxury retail and dining destination - The Galleria Al Maryah Island in Abu Dhabi.

A premier getaway for all things retail, The Galleria is distinguished by an extraordinary combination of the best shopping, dining and entertainment in Abu Dhabi.

As per the deal, The Galleria, in partnership with BackLite, is deploying some of the world’s most advanced digital signage solutions to create exceptional value for advertisers.  

The Galleria marked its grand opening this September, with BackLite taking on the full operational scope of the mall’s advertising and promotional requirements.

Over 200 screens, indoor and outdoor, will be operated by the group at The Galleria making it the largest retail digital signage network in Abu Dhabi.

BackLite will draw on its 20-year heritage of working with luxury brands in powering The Galleria’s digital signage solutions, said a statement from the company.

Advertisers will be able to take advantage of some of the most progressive signage and advertising platforms currently available on the market, allowing them to impactfully showcase their campaigns, it added.

"We are honoured to partner with Gulf Related for The Galleria Al Maryah Island, an astonishing retail destination that will redefine the shopping and lifestyle experience for visitors," said BackLite CEO Bill Fordyce.

"As the leading provider of digital signage services to the retail sector, we will deploy best-in-class technology to ensure not only the highest standards of aesthetics but also to create value for our advertisers. We will also undertake promotional activities over the ten-year period, which will add to the prestige and pride of The Galleria," he stated.

Gulf Related's Managing Director Daniel Parry said: "The Galleria Al Maryah Island brings a dynamic mix of luxury and contemporary fashion brands as well as a collection of signature restaurants and cafes – all thoughtfully curated to meet the community’s aspirations."

"Ensuring world-class digital signage is of strategic value in adding to the aesthetics of The Galleria’s environment and to make the mall experience more appealing to visitors and retailers. BackLite brings proven experience in the sector and is an industry leader in delivering tech-driven digital solutions, which makes it a perfect fit for The Galleria," he noted.

Led by an experienced team of professionals, who have proven their credentials in digital signage across leading malls in the region, BackLite will focus on enhancing the destination experience for visitors.-TradeArabia News Service