Double-glazing firm CR Smith has been unveiled as the first commercial sponsor of Edinburgh's trams.
The company - which sponsored both Celtic and Rangers - will wrap adverts on 18 of the 27 trams in a two-year deal worth around £1.3m per year.
The deal was negotiated by a "unique" city partnership between Marketing Edinburgh, Transport for Edinburgh (TfE) and Edinburgh Trams, on behalf of City of Edinburgh Council.
Trams will feature individual artwork, with the designs representing some of Scotland's top attractions.
It comes after the council said it would consider plans for a £1.65m three-miles tram extension to Newhaven by 2022 next month.
Gerard Eadie, executive chairman of CR Smith, said: “This is a first.
"No one else has sponsored the Edinburgh Trams and it instantly gives us massive visibility.
“Over the past few years we have invested in our state of the art factory in Cowdenbeath, in our product range and in our people, through ongoing training and our own apprenticeship programme.
"This is a natural next step for our ongoing strategy for growth.”
Lea Harrison, managing director of Edinburgh Trams said: "With around 7,000 services running through the city every month, our trams offer fantastic exposure to forward thinking businesses.
"Customer journeys, currently standing at over 5.6 million per year, are continuing to rise as the tram becomes an ever more popular transport option.”
"Event promotions on our trams, such as the Royal Highland Show, have already proved hugely successful and we're delighted to be expanding these commercial opportunities.
"The deal with an iconic brand such as CR Smith is a first and is a significant step in our promotional strategy.”
John Donnelly, chief executive of Marketing Edinburgh said that the partnership between Marketing Edinburgh, TfE and Edinburgh Trams is a new and innovative approach to managing citywide advertising in Scotland".
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules here