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Westin and Romanelli Digital Media Launch Interactive Wall At Westin Copley Place
[December 20, 2012]

Westin and Romanelli Digital Media Launch Interactive Wall At Westin Copley Place

Boston, MA, Dec 20, 2012 ( via COMTEX) -- A landmark joint venture between the Westin Copley Place and local media firm Romanelli Digital Media has launched a new experience in advertising, dubbed the Interactive Wall at Westin Copley Place, with the help of some very special artists. The digital, interactive projection wall display sports technology that senses motions and gestures of passersby, allowing them to interact with the advertising. The Interactive Wall launched their inaugural holiday by featuring artwork created by people with disabilities, an annual project contracted by Barney's through Gateway Arts, a non-profit organization serving adult artists with disabilities.

This year's works, created in the theme of Disney, will be featured on the Interactive Wall through January 3, 2012. The artists came to Copley Place for the launch on Wednesday, December 19th to see their artwork on the Interactive Wall and at Barney's. Most of them had never seen their artwork on display in public before.

Located in Copley Place at The Westin/Mall entrance, the Interactive Wall is a digital, interactive projection display that senses motions and gestures of passersby, allowing them to interact with the images. Walk past and it will "react" to your motion with movement or "talk back" with sound. Stop to wave your hands or move your body and objects in the display will move in response.

Romanelli Digital Media President Joe Romanelli believes the combination of the unique experience of the Wall and the display of this artwork is the perfect celebration of the holidays. "We couldn't think of a better way to help launch this display than with the beautiful work of these artists," he said. "This technology is giving us all a better way to interact with our environment." Romanelli says this medium puts more power into the hands of consumers. "We saw this as a wonderful fit. The Gateway Art Project, like the Interactive Wall, is empowering, and that's a positive evolution for all of us." The Digital Wall is located in one of the city's busiest locations, in a high traffic area that features premium shopping, businesses, hotels and a convention center. Shoppers, businesspeople and tourists alike will see The Interactive Wall as they enter. Copley Place houses more than 75 stores and averages more than one million visitors every month.

Westin Copley Place General Manager Michael Jorgensen believes this is the perfect location for this unique experience. "Westin Copley Place is the best real estate in Boston, facing Copley Square and serving high-end shoppers and commuters from Boston and beyond," he said. "They're a discerning audience, and this entertaining medium reaches them when they're most receptive. We're giving them more control over the experience." Hailed as a way to get consumers to spend more time interacting with a brand in the marketplace, this advertising doesn't just speak to you. It engages your interest and entices you to physically interact with a brand, spending more time and yes, enjoying the experience. Advertisers can create interactive ads, fun videos, or even games for viewers to play. With these kinds of features, along with optional quick response (QR) codes linking smartphone users to online content, viewers can find out more about a brand when they're ready to shop, and choose what information they see.

Research shows that 89% of passersby look, watch or interact with the medium, and that 52% of those who do can recall some image from the display on an unaided basis, much higher than for conventional static ads. Research has also found that ad recall for digital ad space is 35% (almost double other media).

Ad space on The Westin Digital Wall at Copley Place is available on a rotating daily basis, and special packages for 2013 are available through the end of this year.

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