London’s iconic Battersea Power Station (BPS) has appointed UK-headquartered premium DOOH media Ocean Outdoor as its outdoor media partner.

Under the terms of the contract, Ocean is awarded the rights to develop and market 43 digital advertising screens, murals and experiential spaces within the power station and its immediate environment as part of the £9 billion regeneration project.

The long term contract was awarded following a competitive pitch which was managed by The Out of Home Media Consultancy.

Battersea Power Station, which opened to the public on October 14 2022, is one of the most exciting new retail and leisure destinations in London, spanning an historic 42-acre site on the south bank of the River Thames. A quarter of a million people visited the Grade II listed landmark on its opening weekend.

The range of DOOH assets planned will be in keeping with the vibrancy and history of the development of the Grade II listed building. Positioned across all levels, the portfolio will extend to Electric Boulevard, a new pedestrianised high street for the local area, and Prospect Park.

Natalie Caley, Senior Commercialisation Manager, Battersea Power Station Development Company (BPSDC) said: “Battersea Power Station is a world class development, leading the way in retail, leisure, residential and office space. We have already welcomed some of the best retail and leisure offerings  so it stands to reason that we work with the best digital out of home partner, Ocean. We look forward to delivering an unrivalled advertising and brand experience for our audience.”

Battersea Power Station has already played a part in Ocean’s history. In 2010 the company operated seven billboards on the perimeter of the site which became one of Ocean’s very first “Ask for it by name” locations and one of the earliest examples of creating individual OOH media brands.

This new partnership extends Ocean’s presence as a provider of large format DOOH opportunities in key high impact city and retail locations across London, the UK and Europe.  The Loop small format full motion concept in Manchester, Birmingham and Edinburgh will be extended to Battersea.

Phil Hall, Joint Managing Director, Ocean Outdoor UK said: “Battersea Power Station will transform SW11 into one of the most desirable neighbourhoods in London. For Ocean, Battersea Power Station is a natural fit, creating a seamless sequence of exclusive environments and iconic OOH landmarks right across the capital. The outlook for DOOH as an advertising, broadcast and entertainment medium could not be stronger. As a No 1 media brand, Battersea Power Station will be at the forefront of its future success.”