As England's stars don the kit for Wednesday night's friendly against Spain at Villa Park, England strip makers UMBRO will launch a nationwide campaign by beaming giant
advertisements onto the side of a council tower block.
The coup was hailed today as a massive boost for Sandwell's bid to turn empty tower blocks into high-rise publicity screens.
Council chiefs aim to promote the borough to passing motorists by beaming illuminated images onto disused blocks.
The plan is to mount a year-long campaign - using blocks alongside the M5 and M6 motorways as they pass through the borough - to get the message over to thousands upon thousands of passing motorists.
A week-long experiment in Smethwick has already cleared technical hurdles involved in
projecting the giant images.
Now the campaign is set to take a massive step forward with the unveiling of UMBRO's new strip, which goes on sale on St George's Day, April 23.
Advertisements for it - together with details of the friendly against Spain - will be beamed onto the side of Carisbrooke House in Friar Park, Wednesbury, which overlooks the M6.
Steve Eling, Sandwell's cabinet member with responsibility for marketing the borough, said: 'UMBRO's decision to come to Sandwell is a real coup for the
'We want to seize the potential to use empty high-rise buildings to promote the borough dynamically and positively.
'Linking up with UMBRO in this way - on such a high profile product as the new England kit - shows the potential for success.
'It demonstrates the strength of what we believe is the first campaign of its kind in the country - and an eye-catching and innovative way of putting Sandwell on the map.'
Eddie May for UMBRO said: 'Sandwell's high-rise campaign is innovative and exciting.
'We were looking for a projection venue to reach a wide audience and this fits the bill. The timing - to coincide with England's match against Spain - couldn't be better.'
During Sandwell's campaign a mix of messages will be carried on the tower blocks - commercial advertisements alongside public interest announcements highlighting Sandwell's website - www.sandwell.org.uk - and regeneration initiatives, for example, or public interest messages.
The high impact campaign is planned to be at no cost to council taxpayers, with advertisements paying for the illuminations.
After Wednesday's launch of the UMBRO England kit, a variety of community and public messages will be beamed onto the side of Carisbrooke House on Thursday night.