The group brand launch follows the merger of the two Greater Manchester businesses in March. The two brands will retain their individual identities under Astra Group, joined by Astra Digital, Astra Graphics, Astra Services, and Astra Safety.

The new identity can be seen across the company’s five locations, which includes hubs in Manchester, London, and Dublin, as well as on its fleet of vehicles and all physical touchpoints. A website refresh has also coincided with the launch.

Astra Group’s contract win follows a competitive tender and will see the business handle the ongoing servicing, monitoring, management design, fabrication, and installation of Global’s fleet of digital roadside, rail, and airport advertising panels across the UK.

Work on the contract is already underway, with all assets being transitioned into Astra Group control using Unity Platform, the company’s proprietary monitoring and management platform, with a number of sites having already been built.

Newly appointed Astra Group CEO Jim Kerr said: “This is a significant win for Astra Group, playing to our collective business strengths. Global is well recognised as one of the UK’s leading outdoor media companies, providing reach to over 95% of the UK population.

“We’re looking forward to working together to revolutionise the out-of-home advertising space through innovation and adding value.”

Astra Group serves clients including Alight Media, Arnold Clark, Bowmer & Kirkland, BT, easyJet, Gatwick Airport, Gino D’Acampo Hotels & Leisure, Global, Hilton Hotels & Resorts, JCDecaux, Manchester Airport Group, Manchester City Football Club, NHS, Samsung, Skechers, and Unilever.

It runs a fleet of print and finishing machinery from Inktec, HP, and Kongsberg.