From static to digital signs: A necessary change in Östersund municipality

Increased awareness of events with digital road signs

Östersund Municipality has modernized its communication and increased awareness of events by implementing digital road signs. This project has demonstrated how digital solutions can create new opportunities for profiling.

Results of implementing PLAYipp and digital road signs:

• Increased awareness of local events and important messages
• Modern and accessible communication for residents and visitors
• Positive feedback from residents

From static to digital

Östersund Municipality had long used static banners to promote events and communicate with residents. These banners, placed on bridges above E14, were costly and the Swedish Transport Administration questioned their safety. They eventually required that these banners be taken down. By then, the municipality had already decided on a digital solution.

Strategic placement and use

The municipality needed a flexible solution to be able to update the information often and easily. They wanted a simple and modern way to profile Östersund. The decision was made to use digital signs at the entrances to Östersund.

The project was carried out through a public procurement. Two digital entrance signs were placed along E14 and one on Frösön. These locations were chosen to optimize visibility and accessibility, considering traffic safety and practical aspects such as access to electricity and exits for maintenance.

The signs are mainly used to promote events such as sports matches, cultural happenings, premieres, openings, tributes, and occasionally community information. A colleague is responsible for daily updating the signs via PLAYipp with new messages, rotating three at a time.

Positive feedback from residents and creative uses

The feedback from residents has been entirely positive since the signs were installed. Residents appreciate the modern and accessible information, and event organizers get free marketing. With high visibility, the signs have also been used for creative purposes such as marriage proposals, which have been noticed by national media.

A nice result from the implementation of the digital entrance signs is that awareness of local events and important messages has increased, contributing to a more informed local population.

The municipality has also not had to deal with graffiti or vandalism, which was a concern before the screens were installed.

3 Tips from Östersund Municipality

1. Choose strategic locations
Set up the signs in places that are traffic-safe, visible, and have access to electricity and maintenance facilities. These points are requirements for setting up digital entrance signs, so it may be wise to check with those handling building permits, electricity, and road management early in the process.

2. Update content regularly
Keep the signs up to date with daily updates that rotate to capture the attention of passersby. Have a variety of messages and ensure that the image is not too busy and that the message is simple with brief information about what, where, and when.

3. Develop clear guidelines for content
It is important to develop clear guidelines for the content to be displayed on the entrance signs. This makes it clear both for those submitting content and wanting to be visible on the signs, as well as for the editors choosing which messages to display. Review the guidelines once a year!