Today, Wall AG fired the starter's gun for one of the biggest innovations in the history of outdoor advertising: From now on, advertising in Berlin Friedrichstrasse underground station will be exclusively digital. At the lively transportation hub, the days of conventional paper poster advertising are over. In the course of two years' work, the advertising location of the future has been created in the centre of the German capital. From today, 26 digital advertising spaces, consisting of 14 digital City Light Poster showcases (d-CLP) at the accesses to the platform and 12 digital City Light Boards (d-CLB) as projections on the walls behind the tracks, offer advertising customers a unique setting for brand presentations in the public space. On the platform, two bluespot terminals provide additional interactive possibilities. Thus, the first underground station worldwide exclusively equipped with digital advertising media has taken shape.

Wall AG celebrated its inauguration today at the prestigious Berlin venue Admiralspalast. About 400 exclusively invited guests from all over Germany were joined by Berlin's Senator for Economy, Technology and Women, Harald Wolf, who visited the location this morning and explained: "The digital advertising at Friedrichstrasse underground station is beneficial for both the advertising customers and the numerous travellers frequenting this central transportation hub: It offers high frequencies of exposure of advertising content as well as interactive options for passengers. This innovation exemplarily combines profitability and customer service."

Together with Hendrik Falk, Head of Finance of Berlin's public transport services (BVG), Daniel Wall, Chief Executive Officer of Wall AG, then pushed the button to start the digital advertising media. The first customer to advertise in Berlin Friedrichstrasse underground station is chip manufacturer Intel. During the whole of July, the company will present its campaign "Wir machen morgen möglich" ("We make tomorrow happen").

Daniel Wall, Chief Executive Officer of Wall AG: "Today is the beginning of a new era for our company. This day is a milestone in the history of outdoor advertising. In the heart of Berlin, we have created a unique location for the staging of advertising, whose creative potential opens up entirely new possibilities. Daily, about 47,500 travellers are passing Friedrichstrasse underground station; among them are citizens, tourists and national and international businesspeople. This actually amounts to 18,250,000 people per year! There are few places in Berlin frequented by such a wide range of target groups. Thus, the decision was close at hand to make Friedrichstrasse underground the city's first digital advertising location."

But Berlin Friedrichstrasse is only the starting point for Wall AG's new digital strategy. In 2011, the company plans to equip further underground stations throughout the city with digital advertising media, amongst them Zoologischer Garten and Alexanderplatz. Furthermore, the Berlin based outdoor advertiser focuses its national marketing strategy on the future potential of digitalization, aspiring to significantly expand its position in the national market in 2011. Until the end of 2010, Wall AG will set up its new digital City Light Boards on public land and property in the company's largest German partner cities. For 2011, Wall AG plans to implement a nationwide digital marketing network which will include advertising locations both on public and private property.

Meanwhile, Wall AG will not only present innovative digital advertising at Berlin Friedrichstrasse underground station. According to the company's corporate motto "For Cities. For People", Wall AG intends to employ its digital advertising spaces for the display of non-advertising content ranging from entertainment to information, thus creating a surplus value for all travellers. The infotainment clips, which cover cultural events, municipal facilities and places of interest as well as the actual weather forecast, are produced by an in-house editorial team based at the company's headquarters at the northern end of Friedrichstrasse.

As with its other products, Wall AG in this project relies on its "single source" philosophy. The d-CLPs and d-CLBs were developed at the company-owned production plant. The elegant d-CLP showcases were designed by Berlin based design agency IONDESIGN in which Wall AG holds a 30 percent stake. Thus, Wall AG's digital advertising is an authentic innovation "made in Berlin/Brandenburg".

Key-Facts for the Wall-Group

• International street furniture supplier and outdoor advertiser in six countries and more than 50 cities,
  amongst others Berlin, Budapest, Düsseldorf, Istanbul and Sofia
• Innovative street furniture in highest-quality design; 28 different design-lines
• Made to measure solutions provided by in-house research and development unit
• Production, maintenance, and cleaning from one single source ensure highest quality standards
• Intelligent outdoor advertising on 65,500 advertising spaces with highest frequencies of exposure, among them 6,724 advertising spaces on transportation
  such as tramways, busses, underground trains and trucks
• National and international sales team with 10 sales-offices, providing outstanding marketing expertise
• Marketing-portfolio in Germany: 27 cities, AirportNet, ShoppingNet, Leipzig Central Station, Berlinale Film-Festival,
  bluespot, RollAd on highways, transit advertising in Berlin, including all underground stations
• turnover 2009: € 102.7 mill.; number of employees: 703