OUTDOOR advertisers have claimed another big brand in New Kingston.

Red Stripe unvield its branding of the former Citibank building along Knutsford Boulevard in Kingston’s premier commercial district on Monday. The beer manufacturer has leased the space for one year from National Outdoor Advertising Limited.

“It’s disruptive and its breakthrough,” Red Stripe brand manager Erin Mitchell said of the adverisement, which promotes Red Stripe Light on a drapery along the 10-storey building.

“A large sum was invested and we think that it was well worth it because of the location and how central it is coming from Knutsford,” said Mitchell.

The advertisment is the latest in a long string of fancy outdoor advertisments that have, for several years, decorated New Kingston — the area is an explosion of multifaced electronic billboards, colourful video screens, rotating signs and ticker messaging systems promoting brands across a variety of sectors.

The phenomenon is the working of media companies that, over the past decade, have been investing millions of dollars in savvy, technologically enhanced outdoor advertising — the oldest segment of the advertisement industry — keen on recapturing market share in an advertising market that has been long dominated by electronic and print media houses.

“What we do is all about the impact; it’s about installing an image in a place where it can’t be missed, in a way where it’s visual and will leave you always looking at it,” said Mark Haddad, director of National Outdoor Advertising, the company behind the new Red stripe advertisment and many outdoor ads across the Corporate Area.

Red Stripe recently put up a savvy outdoor advertisement in downtown Kingston and also has one on the Globe Furniture building across the road from Marketplace on Constant Spring Road in St Andrew.

What’s more is that Mitchell said the company plans to aggressively continue to use the platform going forward.

“We definitely will,” she noted.