Service Graphics, part of St Ives Group, started selling Galebreaker’s Ad-Cassette system as a package with its wide-format prints this week. Service Graphics will then provide new graphics when needed.

It is a new market for Galebreaker Group, which provides ventilation, weather protection and access solutions for structures in the agricultural market, and developed the system for a client who wanted to rent space on his farm to advertisers but wanted to change the banners easily.

Service Graphics marketing manager Jill Hebden said its product Ad–Cassette could encourage increased sales of wide-format print.

“We’ve got a very strong market, with supermarkets, DIY stores and sports stadia. There are a lot of tactical campaigns going on.

“You can change over your banner messages within minutes rather than having to hire a cherry-picker, for example. If you can change your promotional messaging very quickly you certainly can increase those messages. It’s a great innovation.”

The product, which uses a motorised system to raise the media from ground level, where it is slid into the frame, to display height, comes in standard billboard size or can be made-to-measure. The frame can also be spray-painted or powder-coated to match corporate colours.

“The cost per unit once the initial investment has been made is much less,” Hebden added. “It’s a cheaper, quicker and simpler solution in terms of changing your messaging.”

Hebden was unwilling to give a price range for the product, saying it was bespoke. Lead time is two and a half weeks.

Service Graphics has 350 staff and a turnover of £38m. Clients include Twickenham Stadium, Royal Botanic Gardens Kew, Bloomberg UK and Jaguar Land Rover.