Route Media and Transport for Wales unveil Wales’ largest full-motion digital screen at Cardiff Bus Interchange
Route Media and Transport for Wales unveil Wales’ largest full-motion digital screen at Cardiff Bus Interchange
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Cardiff has a striking new landmark after Route Media and Transport for Wales (TfW) officially unveiled the largest full-motion digital screen in Wales at the city’s new bus interchange in Central Square.
The screen, which has been in development for several years, is part of a long-term partnership between Welsh media company Route Media and TfW to transform how advertising and public messaging is delivered in the capital.
Dean Jones, Founder of Route Media, said the installation marked a milestone moment for both the company and the city.
“Today we are unveiling a brand new screen on the new bus interchange in Cardiff City Centre that we’ve been working on with Transport for Wales for a number of years now. It’s the biggest full motion screen in the country. We are really excited to get it up and running after a long journey,” he said.
From a business perspective, Jones highlighted the opportunities the screen offers advertisers.
“It’s a completely new tool that people can use. A screen of this size that you can run video content on and play in full motion is very unique. On a match day and on other major event days this space is particularly busy as well with a lot of dwell time. You’re going to have millions of people across a 12 month period seeing this site. Creatively it really opens up some new opportunities for the media industry in Wales.”
For TfW, the project aligns with its wider commercial strategy. Chief Commercial Officer Alexia Course said:
“It’s been part of our aim to commercialise as much as we can from the Cardiff Bus Interchange to help with its operating costs. It’s taken us over two years working really closely with Cardiff Council to arrange the necessary planning consents, but we’re here today and I think it looks fantastic.”
She added that revenue from the screen would directly benefit the public: “Transport for Wales is a not-for-profit organisation, it’s a public sector organisation so every bit of income that we can make from our estate all goes back into reinvesting in public transport services and ultimately reduces our burden on the public purse.”
The unveiling was also welcomed by the Lord Mayor of Cardiff, Councillor Adrian Robson, who praised its contribution to the city’s image.
“This is a very important day for the city with this new screen being opened officially. It makes a huge impact. It’s the first thing that you see when you come out of the train station. It’s a great opportunity for important messages to be displayed to passengers as well as advertising revenue for TfW to help offset some of the costs of the Cardiff bus interchange,” he said.
Cllr Robson added: “Cardiff strives to be a modern inclusive digital city and screens like this in the city centre, in a key transport hub such as this location, are really important. It really matters to have that information and it helps the presence of Central Square here. It actually livens it up a bit. I think it’s going to be a really good addition.”
With the installation now live, Route Media confirmed there is more to come as TfW looks to expand its digital presence across Wales.
“There are big exciting plans for TFW and they’re super keen to be at the forefront of digital marketing and digital outdoor in Wales. We look forward to that after we’ve signed this one off,” said Jones.
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