SideTrack to launch world's largest LED display in London

    WINNIPEG, Nov. 30 /CNW/ - Canadian based SideTrack Technologies last
night (Thurs) completed final testing of its LED display system on the
prestigious Heathrow Express train service which carries more than 100,000
passengers a week between the Heathrow Airport and London's Paddington
    The Company provides advertisers with the ability to deliver a 15-second
advertisement which lights up the dark tunnel walls as the trains pass the
display at speeds of around 60 mph.
    A total of 360 individual LED bars have been installed along a 450m
stretch of the tunnel - creating a display nearly half-a-kilometer in length.
The LED display will be seen by passengers arriving into London from Heathrow
    Rob Walker, President of SideTrack, explained: "This form of advertising
has really taken off in America. We will use our installations here in London
as our showcase for Europe."
    Earlier this year, SideTrack had installed a motion picture video display
with a series of printed, graphic panels mounted on the tunnel walls and
illuminated by lights synchronized with the train's speed. The new LED system
enables both Heathrow Express and SideTrack to be more efficient as it negates
the need to physically enter the tunnel to change the advertising creative as
it will all be done remotely via computer.
    Rob Walker added: "This space is premium in the advertising world and
offers exposure to one of the most exclusive audience profiles available in
the UK arriving in London via the Heathrow Express." In order to honor their
client's wishes, SideTrack would only say that next week's launch advertising
client is a 'unique' choice. Past clients in London have included the likes of
Microsoft and Intel.
    Graeme Hay, Commercial Manager for Heathrow Express, described the
technology as 'extraordinary' saying: "We're excited to be the first company
in Europe to advance the technology by installing an LED system. It will
complement the original videowall system by offering advertisers far more
flexibility over the frequency of creative change, making it possible for
multiple adverts an hour being seen by different target audiences."
    In-tunnel advertising has the ability to both entertain and interact with
its audience, creating excellent recall rates and tremendous value for
advertisers when compared with other forms of media. In addition to London,
SideTrack systems are in place or are being constructed in 7 cities to date -
Boston, San Francisco, Los Angeles, Rio de Janeiro, Mexico City and Monterrey,

    Electronic Press Kits with photos and video available upon request

    Notes to editors:

    About SideTrack Technologies Inc.
    SideTrack Technologies Inc. combines traditional animation theory with
advanced digital technologies. This new display technology has opened up an
entire new avenue for leading edge marketers. The original display which will
still be operational in the tunnel to inbound Heathrow passengers, is composed
of 450 individually illuminated poster boards. At speed, the images blend
together and the riders perceive the blended images as a 15 second 'video
wall' or 'movie' outside the train window. With its high visibility, unusual
placement location and ability to deliver messages to captive and extremely
targetable audiences, SideTrack is a powerful way for advertisers to connect
with consumers. For more information visit

    About Heathrow Express
    Heathrow Express is a non-stop service between London's Paddington
Station and Heathrow airport. The service carries an average of 15,000
passengers every day. Trains depart every 15 minutes with a journey time of
15 minutes to terminals 1, 2 and 3 at Heathrow airport and a further eight
minutes to terminal 4. The first train departs Heathrow at 05:03hrs and London
at 05:10hrs and the last trains depart Heathrow and London at 23:47hrs and
23:25hrs respectively. For more details, please visit

For further information:

For further information: For press information: In the UK, contact
Debbie Pogue at SideTrack on 0044 7778 234 225 or email at; In Canada, contact Michael Swistun at SideTrack
on (204) 663-4989 or email at

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