Massive moving billboard for City of Culture to cross Europe

Alan Owens


Alan Owens

Mike Fitzpatrick, director of City of Culture with Denis Hoctor and Michael O'Riordan of STL Logistics in front of the new articulated lorry in Pery Square this week. Picture: Sean Curtin
A ‘MOVING billboard’ for City of Culture that could be seen by hundreds of thousands of people across the highways of Europe was launched this week.

A ‘MOVING billboard’ for City of Culture that could be seen by hundreds of thousands of people across the highways of Europe was launched this week.

Leading international logistics company STL, who are based in Annacotty, have made a significant contribution to the year by wrapping a brand new articulated lorry in images of the city.

The 45-foot Volvo FH12 Globetrotter vehicle – one of nine of a new fleet the company has acquired - will drive across Ireland, the UK and Europe in the coming weeks and months and act as a mobile billboard, taking massive images of Limerick, Thomond Park and Donal O’Grady celebrating Limerick’s Munster Final win last year along with it.

Newcastle West businessman Michael O’Riordan, who owns STL Logistics, a company that employs 650 people and has a fleet of 180 vehicles, said the energy saving, fuel efficient vehicle, which departs on its maiden voyage next Monday, was “our way of supporting the programme and all involved in making it a success”.

“Because we are a pan-European logistics company, we are in a position to bring the word of City of Culture to the wider masses,” he said.

“Millions of people will see this vehicle by the time the year is out and that’s millions of people who will be given a visual treat as to how the culture of Limerick comes alive and it will definitely get their interest.”

Seamus Hennessy, who works in Corporate Affairs for STL, said the truck would go coast to coast across Ireland, the UK, France and Germany in the coming weeks.

“We want to get the highest visibility, so that people everywhere will get a glimpse of Limerick,” he said.

“We are Limerick company and a very strong brand. The City of Culture is a very strong brand as well, and if you bring the two together, it can only lead to some success.

“It is a moving billboard and you know the cost of any billboard so imagine the cost and value that the city is getting back with this, both sides of the road, and the sheer size of it.”

The wrapping of the truck was done by Ballysimon Road based company Newtone, who “took a little bit of the idea and they came back with the magic of it”, according to Mr Hennessy.

City of Culture CEO Mike Fitzpatrick said he was “stunned” with the outcome.

“It is fantastic. I know the costs associated - if you were to go to a company and say I want to brand your truck, they would be enormous,” he said.

“Just the idea that a company had the imagination to do this is great.

“As a reminder, it just shows the momentum of this thing now that it is growing and people are being creative in their own way.”