Motivate Media Group and Motion Icon partner to launch new branding solution in the region

Can machinery as trivial as an escalator be leveraged for impact? Or for greater brand recall? With innovation and intent, most certainly, yes. Global branding solutions provider Motion Icon has introduced an impactful out-of-home (OOH) advertising solution to the region. Engaging its unique and globally patented escalator step branding solution, Motion Icon is empowering companies and brands to leverage previously unavailable retail space to influence and convert their target audiences, just before point of purchase (PoP).

Dubai-headquartered Motivate Media Group, the parent company of titles, including What’s On, Emirates Woman and Gulf Business, is partnering with Motion Icon to introduce the platform to brands across the UAE and Saudi Arabia, spanning shopping malls, airports, exhibition centres, metro stations and other high traffic locations.

The solutions will not only underpin brand ROI and customer conversion, but bolster safety on escalators, enhancing their appearance and by extension, the aesthetic of the property. Via its production facilities in South Africa, the UK, Australia and the UAE, Motion Icon has produced over 1,400 escalator advertising campaigns to date, with the technology adopted by several civil authorities and government departments to drive effective safety solutions.

Ian Fairservice, managing partner of Motivate Media Group, says: “We are delighted to be partnering with Motion Icon to bring this technology to the region. We’re seeing an increase in demand for OOH services in the UAE and we’re keen to explore this market. The partnership will strengthen our core offering and further defines our footprint in media.”

Brent Bragge, CCO, Motion Icon, adds: “This product itself is uniquely elegant in reimagining a piece of machinery we all know and somewhat take for granted, transforming it into an eye-catching marketing platform. Its simplicity is the source of its impact – this is as much a story about rebirth, as it is about advertising. The partnership with Motivate Media Group is a huge opportunity for Motion Icon. Motivate brings unrivalled experience and credibility to the product, and their reach throughout the region ensures that brands are able to roll out impactful campaigns with a singular efficiency.”

Christopher Trimble, COO, Motion Icon, comments: “We are revolutionising the OOH advertising industry, having pioneered the development of our globally-patented ‘Escalator Step Branding Technology’.

“For the first time, brand owners now have the opportunity to utilise a previously unavailable retail space to attract, influence and convert their target market, right before the PoP. Our exclusive sales partnership with Motivate Media Group will create a host of opportunities for brands and property owners, and we could not have wished to be associated with a more reputable, innovative and professional organisation with such a proud history in the media industry. “Our collaboration has brought immense credibility to our product and we are excited about building the future together.”