This digital billboard is located on the busy Wainui Road and targets an audience heading into Gisborne from the suburbs of Inner Kaiti, Outer Kaiti, Wainui and Okitu Beaches. The site is directly opposite the yachting club and port, which is also a tourist attraction along the Esplanade. In the vicinity is the Gisborne Wine Centre, Lonestar Restaurant, Surf Shops, Fishing Shops and various other high-end retailers.