Backlite Media is the leading outdoor advertising company in Dubai, providing billboards, lamp posts and innovative out-of-home advertising at premium locations across the UAE. Employing strategic thinking and smart technology, brands partner with Backlite Media to create immersive and engaging experiences that delight and nurture their target audiences.

The project

Backlite Media chose Blue Rhine to manufacture the cladding and LED screens for one of their latest projects Triple Crown, a series of three eye-catching 22m high digital billboards with six illuminating LED displays along Sheikh Zayed Road. Launched in September 2021, Triple Crown offers programmable and seamless advertising space with the chance to gain over 24.6m impressions over a 30-day period.

Our solutions

Blue Rhine Industries, the Middle East’s leading provider of digital and static signage and wayfinding solutions, successfully manufactured and installed the six LED screens, complete with custom gold-plated cladding. Triple Crown now has an iconic place in a central part of Sheikh Zayed Road – Dubai’s most influential advertising location – which sees over 350,000 cars pass through per day.

With a total surface area of 700sqm, all six screens can be synced to one advertiser, who benefits from commercial slot lengths of 24 seconds. The Blue Rhine team installed the six 16m x 8m programmable LED displays from screen manufacturer Daktronics.

The LED screens’ impressive capabilities and prime location ensure premium brands can deliver an immersive and uninterrupted message, with adaptable day and night brightness levels offering an additional optimal 24-hour rate of engagement.

Triple Crown’s showstopping feature is its intricate golden spiral cladding. With the spiral cladding design requiring 120sqm of curved aluminum, Blue Rhine’s expert in-house team manufactured 29 separate aluminum pieces of different sizes and curvatures to the designer’s specifications, before installing and building the three required unipoles on site using seamless joints for a sleek design.

Our delivery

Our extensive in-house resources and ability to handle challenging projects to tight deadlines made us the ideal partner to deliver Triple Crown. Blue Rhine’s 500 employees offer clients the capacity to be flexible and adaptable, fulfilling client needs quickly without the need to upscale, which can be disruptive to project timelines, especially if scopes change.

The Blue Rhine installation teams are also highly experienced in working on active sites in high-traffic environments such as the Triple Crown project, while working quickly to tight deadlines. The project was completed successfully in time for the start of Expo 2020.

• Large adaptable LED screens in a central location in Dubai ensures brands gain maximum exposure
• LED screens with adaptable day and night brightness combined with eye-catching cladding ensures 24-hour exposure, as the level of light from the screens is always favourable to road users
• Blue Rhine’s extensive in-house teams means manufacturing and installation of intricate cladding can be done quickly without the need for hiring additional staff