JD Sports launches first campaign on revamped Manchester Screen

JD Sports has launched a large-scale advertising campaign on the newly relaunched Manchester Screen, the largest out-of-home (OOH) site of its kind in the UK. The campaign marks the first use of the updated site, which now combines a major digital screen with an expansive static vinyl billboard at Victoria Warehouse in Salford Quays.

Expanded formats

The Manchester Screen now consists of a 306m² curved digital display paired with an 834m² static vinyl banner. The two elements together create a continuous advertising surface of 1,140m². With this expansion, the site offers brands the opportunity to run integrated campaigns across both digital and physical formats.

According to its operator, the screen can deliver more than 21.6 million impressions per year, capitalising on its position near one of Manchester's busiest thoroughfares. The Victoria Warehouse location is passed by traffic heading between Manchester City Centre, MediaCity and the city's major football venues.

First campaign

JD Sports is using the site for its annual conference, which takes place at Victoria Warehouse. The campaign incorporates both the digital and static billboard, as well as a giant replica of JD's yellow branded bag suspended from the building's roof above the venue.

The campaign aims to spotlight JD Sports' Manchester connections and targets local youth-driven audiences. The billboards and suspended bag are visible to conference attendees and the wider public moving through the area.

Operator vision

The Manchester Screen came under new ownership in October 2025. Katie Smith, Out-of-Home Media Specialist and now Owner, said the aim is to strengthen the site's presence in Manchester's advertising sector. The Manchester Screen has previously hosted campaigns for brands such as O2, PaddyPower and Calvin Klein. Smith highlighted that the upgraded platform is intended to offer brands increased visibility within Greater Manchester's commercial and cultural hub.

"It's amazing to see the first screen and billboard promotion come to life with JD's takeover. Not only does it create huge impact for the 250 conference attendees, but it also grabs the attention of everyone passing through this key gateway between Manchester City Centre and Media City, Salford. It's been a fantastic team effort to bring all the event elements together - including the careful suspension of the iconic JD yellow bag from the roof! The high-impact visuals continue inside Victoria Warehouse throughout the two-day conference," said Katie Smith, Owner, The Manchester Screen.

Industry approach

Jodie Howe, Director at Edison Media, commented on the approach underpinning the campaign. Howe described the combination of format and location as having demonstrated the strengths of large-scale OOH advertising in Manchester's urban setting.

"This campaign shows how powerful large-format OOH can be when creative and context come together. It's a perfect reflection of JD's connection to Manchester - confident, visible and impossible to miss," said Howe.

Community initiatives

The Manchester Screen has also confirmed it will expand its support for local community and charity campaigns. Smith said the site's next initiative will offer free advertising in support of Men's Mental Health Month UK. The campaign has brought together Feel Good Club, Andy's Man Club and HEADS to encourage discussion around mental health issues.

"This expansion cements The Manchester Screen's status as a flagship platform for high-impact brand campaigns. With 1,140.48 square metres of continuous advertising space, it enables brands to dominate one of the North's busiest routes through both static and dynamic formats. By extending beyond the digital display, the whole element allows campaigns to live seamlessly across physical and digital space - offering an opportunity that's unmatched anywhere else in the UK," said Smith.