NORTH West Water is transforming night into day in Bolton to let customers know that help is just a telephone call away. The water giant is only the second company to use new technology which allows posters to literally change their content during the day, providing practical information at all hours.

Jo Dimes of North West Water explained: "About 800 posters have been put up on bus shelters across the region to let our customers know how and when they can get hold of us. People waiting for a bus on the way home may think we've been busy putting up a new poster during the day but the 'magic' transformation comes from the way they are back-lit in the bus shelter," she added.

In daylight, the poster shows a sun-lit lake and details of the 7am-10pm extended weekday opening hours for inquiries. At night, the back-lighting brings up the moon and a message about the 24-hour emergency number. The spokesman added: "Many people think they can only phone us between 9am-5pm. This new poster is helping us to get the message across that we're open 15 hours a day, every weekday, for calls."

North West Water's customer services handles about 55,000 customer calls a week.

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