Tihama Toroq launched its new generation “120 Project” across the Riyadh city at a high-profile ceremony attended by a number of senior officials, undersecretaries of the mayoralty and businessmen.

Dawood bin Fahd Al-Dawood, managing director, Tihama Holding, said: “The project is considered the first of its kind in the Kingdom. It represents a qualitative change in the outdoor media industry in the Kingdom, as it is the most modern installation of its kind in the world.”

The project will be implemented in phases, he said. For the coming four years, Al-Dawood said Tihama Toroq development plans are backed by over SR 150 million.

He added: “The investment will be in technology, locations and human resources; the latest booking and monitoring systems will be implemented.”

The poles are super slim, backlit from both sides, and have a unique single-piece construction.

These characteristics make them the most elegant and distinctive poles, reflecting a “rare combination” of beauty and effectiveness, all in one installation.

Made in France, they have been adapted to the climatic environment in the Kingdom. He also announced that Tihama Toroq had been awarded the license to build 2,400 locations exclusively in the industrial cities of the Kingdom.

Al-Dawood said: “We, today, are not only celebrating the launch of our new generation project but also marking the beginning of a new phase in Tihama’s long history.”