One of the country’s biggest digital advertising arches has been installed on the M602 near Eccles.
The 65-tonne structure stands 14 metres high and spans 35 metres across the junction of the motorway and Regent Road in Salford.
The arch was craned into place over the weekend of 14-15 August.
Salford City Council claim the ‘Salford Arch’ will be seen by more than 80,000 drivers every day.
It was built at Middlewood Locks before being lifted onto a low loader and taken a mile down the road to Albion Way.
Jonathan Till from Urban Vision said: “Engineers had to remove and replace all the street signs and phone wires to allow it through and then rig the crane to lift it into position.
“That took four hours as the crane needed 500 tonnes of ballast – and if the wind had increased to more than 10 miles per hour it would have been too dangerous to lift. Fortunately all went well and the arch was safely installed, with workmen on site to make it live during Sunday.”
Drivers have been giving the arch mixed reviews.
Some find it distracting, but others say it’s worth it to boost ailing council coffers with advertising cash.
Norman Buckley said: “Obviously it is a distraction.
“It’s there to get people’s attention, and as such it is dangerous.
“Distractions whilst driving cause accidents, it’s a fact.”
But Graham Brinkworth writes: “On every road in every town and city there are advertising boards.
“We get used to them being there, once new signs have been there a while you don’t notice them anymore.”
Advertising giant JCDecaux settled on Salford for what is believed to be Britain’s first purpose-built digital advertising arch, saying it would “benefit both residents of Salford as well as UK and international advertisers”.
City Mayor Ian Stewart said: “The Salford Arch has created a new landmark for Salford which will bring in much needed income to the council.
“That JCDecaux have chosen to install it in Salford – the first of its kind in the country – speaks volumes for the growth and success of our city.
“And it will help the city council promote important messages such as the need for more foster carers to provide good homes and vital support for local children.”
