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Lucozade give commuters a free tube ride with contactless bottles

In the latest in a long list of marketing efforts essentially based around giving people free things to interact with the brand, Lucozade not only offered commuting Londoners a free bottle, but on account of it being ‘magic’, they’ll received a free tube ride, too.
Lucozade gave away thousands of its bottles at Oxford Circus from Tuesday 30th May – Friday 2nd June 2017. Each bottle had a chip fitted in the bottom of the bottle, as part of the brand’s ‘Find your flow’ campaign, especially targeted at busy commuters.
All members of the public had to do is swipe the bottom at the tube gates, just like a contactless bank or Oyster card.
Londoners would have had to be quick though, the bottles were only be handed our during rush hour, or ‘whoosh hour’ as Lucozade named it.

Via: PR Examples 
 

Exterion goes on the market with $1bn price tag

Exterion, the billboard ad giant with the contract for London Underground, UK buses and railway stations, has been put up for sale by its US private-equity owners Platinum Equity for up to $1 billion (£800 million).
Sale memorandums started landing on potential buyers’ desks in the past few days as Platinum looks to tempt bidders into the growing OOH medium.
The sale comes soon after private-equity giant KKR took part in a refinancing of the business that was originally the European arm of US group CBS Outdoor.
It also comes less than a year after Exterion won the lucrative contract to run London Underground’s billboards.
Potential buyers are understood to include major private-equity firms including Blackstone and TPG.
Few industry players will be able to bid for monopoly reasons, although sources cited Germany’s Ströer International as a potential trade bidder.
Technological advances mean billboards are becoming vast outdoor screens more akin to video displays than posters.
That opens it up to digital advertising and the potential to screen specific ads at particular sites and times to suit passers-by.
When it was part of CBS, the division got into major difficulties with its previous contract with London Underground.
CBS had pledged to invest heavily in upgrading the transport network’s ad sites, but the contract proved hugely costly when the advertising market collapsed in 2008.
A legal battle ensued in which CBS threatened to pull out early. CBS decided to sell the European arm to its present owners Platinum Equity in 2013.
The Underground contract went to JCDecaux, but Exterion won it back last year in a hard-fought battle.
The eight-year deal, worth an estimated £150 million a year, is the most valuable OOH ad contract in Europe and includes 400 stations on London Overground, Tramlink, Docklands Light Railway, Victoria Coach Station and, once it is operational, the Elizabeth line.
Exterion also has the contract for outdoor advertising at Westfield shopping centres.
One source said of Exterion’s business: “They’re mostly decent contracts, locked down for many years.”
However, he was sceptical Platinum would get the mooted $1 billion: Exterion made an operating profit of £6.3 million on £113.9 million turnover in 2015.
The sale is being handled by Goldman Sachs and Peter J Solomon which, like Exterion, declined to comment.
Via: The Evening Standard 
 

Amazon changes name of Westminster Tube station to 'Webminster'

Amazon has changed the name of Westminster Tube station and has temporarily christened it “Webminster”, instead.
The move is apparently intended as a way of advertising its web services division, which offers things like server space to companies and recently opened up premises in London. But it appears to be mostly confusing commuters who aren’t sure why it has happened.

There’s no obvious explanation to anyone passing through the station why the famous roundel has been changed. The sign does stand in front of a series of Amazon ads – but there is no explicit connection between the two things.
The change has been made not only on the roundel that people arriving at the station see, but also on the map that sits alongside the trains to help people get around. It isn’t clear how long it will last for.
Amazon says that TfL uses its services to power its own network as well as to make its data available so that it can be used by people to make travel-planning apps.
It’s not the first time that Transport for London has allowed a company to change the name of a station for advertising reasons. In 2015, Canada Water station was re-named Buxton Water for just one day as part of an £11,000 sponsorship deal related to the London Marathon.
Then, TfL argued that it was worth making the change because the revenue from the deal would be put back into the network “for the benefit of customers”.
Via: The Independent 
 

Twenty One Pilots take over the tube with fan art

Atlantic Records’ twenty one pilots are taking over Wood Green tube station with fan art today, ahead of their headline gigs at Alexandra Palace.
The band’s Facebook page launched a call to action for fans to submit artwork that showcases what twenty one pilots means to them. Their submissions are being used to take over Wood Green Station between November 9-20, with all 109 advertising panels throughout the station reflecting the band’s unique relationship with their fans.
the7stars has overseen the project and is integrating Snapchat geo-filters at the station and the venue to encourage fans to share the campaign with their friends and followers. The activity will use album lyrics and band images to drive awareness across social platforms.
Max Lutkin, Marketing Manager, Atlantic Records, said: “The connection that twenty one pilots have with their fans is a unique phenomenon and has been key to the success of the Blurryface album campaign. The station takeover nurtures fans’ solidarity with the band by giving them a new public platform to showcase their passion and creativity, while also raising awareness for people new to the music. To run this initiative alongside the band’s biggest UK shows to date seems like a fitting way to thank fans.”
Lexie Wilson, the7stars, said: “We designed the campaign to mirror twenty one pilots’ unique relationship with their fans. The activity will make fans and followers an integral part of the campaign and the addition one of the most popular social platforms, Snapchat, will ensure that the Wood Green takeover leaves a strong digital footprint. It’s an opportunity for the band to give something back and celebrate the fans that have joined them on this amazing journey.”

#LondonIsOpen greets Canary Wharf passengers on largest ever tube screens

As part of a strategy to generate vital new revenue for the modernisation of London’s transport system, Transport for London (TfL) and Exterion Media today launched two 7.2m x 4m, double-sided screens inside Canary Wharf Tube station.
The screens, which went live with an artwork by Mark Titchner as part of the Mayor’s #Londonisopen campaign, are the first example of what the new media partnership between TfL and Exterion Media will be delivering across TfL’s Tube and rail network.
Designed in collaboration with the original Canary Wharf station architects Foster and Partners, the screens – which support full motion video – suspend from the ceiling in the main ticket hall providing the opportunity for advertisers to connect with more than one million people who pass through each week.
London Is Open imagery will run on the screens until 30 October. From 31 October, the screens will feature six, ten-second slots for commercial advertising.
Known as Hello London, the eight-year media partnership between TfL and Exterion Media aims to excite and engage the customers that make more than a billion journeys on TfL’s Underground and rail services each year. Hello London will be bringing investment and innovation to the outdoor media market, installing improved digital screens and offering brands new opportunities in sponsorship, pop-up retail and experiential marketing. The partnership is expected to generate £1.1bn in revenue to reinvest in the transport system.
The Mayor of London Sadiq Khan said: ‎”These new screens are a key part of an innovative media contract that will not only be a great opportunity for advertisers, but will help us to generate more than a billion pounds to reinvest into our transport network. I’m delighted that they’ve chosen to mark this exciting new partnership by screening our message that London ‎is Open, and we hope these screens will soon be sought after.”
Graeme Craig, Director of Commercial Development at TfL, said: “Hello London will change the face of advertising in Underground and Overground stations, giving advertisers new and dynamic ways of interacting with our customers.
“The screens in Canary Wharf will enable advertisers to reach more than 54 million people every year and are the first of a number of new digital assets to be introduced. Making the best use of our advertising estate is part of a wider commercial approach to generate £3.4bn of non-fare revenue by 2023/24, ensuring we can help the Mayor deliver a modern and affordable transport network.”
Shaun Gregory, CEO of Exterion said: “We’ve launched a new way of engaging consumers in the Capital through our new media proposition, Hello London. We’ve put the consumer at the centre of our thinking. Working as one team with TfL we’re upgrading all digital displays across the network and introducing our new Hello London Icons programme, which starts with today’s unveiling of these high-impact screens at Canary Wharf. The launch of the Canary Wharf screens marks the latest stage in our drive to enhance the customer experience through delivering a truly world class estate.”

blowUP Media Launch New Victoria Station Site

This new Giant Poster is positioned directly outside the second busiest train station in the UK, Victoria. Victoria is a vibrant neighborhood in the heart of the capital, it is buzzing with new retail and restaurants, whilst also being home to many internationally renowned companies and brands such as Microsoft, American Express and E.ON. This site delivers impact on mass and talks directly to a transient business audience. 1.5m people travel through Victoria each week, of which 79% are work related commutes. The audience living, entertaining and working in Victoria are influential and well-traveled.

Clear Channel Drops Out of Tube Contest

Clear Channel has pulled out of the race for Transport for London’s £1 billion outdoor advertising contract for the Underground.
It will now be a shoot-out between Exterion Media, the incumbent, and JCDecaux for Europe’s most valuable outdoor ad real estate. A decision is expected next month.
Clear Channel would not comment on “specific tenders” but said it only pursues business if it will benefit clients and “drive profitable revenue”.
TfL’s eight-year contract is worth about £150 million a year, but observers said it could hit £250 million by 2024 thanks to digital and mobile growth.
Clear Channel lost TfL’s bus shelters last year to JC Decaux but pointed out it has acquired Arqiva’s payphone business and retained Sainsbury’s out-of-home ad sales.
TfL declined to comment.

Commuters Opting For The Stairs Are Greeted By Live Band Playing Rocky Theme Tune

Warner Brothers have done it again! To promote its new film and Rocky sequel, Creed (out on January 15th), the film production company commissioned a brass band to greet commuters at the Chancery Lane Underground station in London with the Rocky theme tune.
However the iconic music didn’t just greet any old commuter. Oh no. You had to be a commuter who challenged the stairs instead of taking the easy escalator option, in true Rocky style.
Along with the music, commuters were also cheered on and enthusiastically greeted by people dressed in training gear (boxing-style grey tracksuits with headbands). Many high fives were dished out.
The video fills you with pure joy and makes you want to take the stairs more often just so you can relive that iconic scene from Rocky. Serious feel good vibes.
Video below:
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Via: PR Examples

Beatbox Tube Flashmob Performs 'Coughing Chorus' for Lung Cancer Awareness Month

Early morning Jubilee line commuters were treated to a coughing-based beatbox session to raise awareness of lung cancer.
The Beatbox Collective, whose members include a three-time UK beatboxing champion and a Grammy winner, gathered at West Hampstead and borded a train to mark Lung Cancer Awareness Month, which is November.
One person is diagnosed with lung cancer every 15 minutes in the UK.
“We want to make people aware that sometimes a cough is more than ‘just a cough’,” said Lorraine Dallas, who is director of information and support at the Roy Castle Lung Cancer Foundation.
“If you or a loved one has a persistent cough, you should have it checked out by your GP.”
The majority of lung cancer cases are diagnosed after it has spread, according to the charity. The five-year survival rate for those with advanced forms of the disease is as low as six per cent.
She added: “Working with the Beatbox Collective has allowed us to do something a bit different.
“We hope the performance will bring this message to new audiences and help improve UK survival rates.”
Rupert Oldridge of the Beatbox Collective added: “Coughing on the Tube is normally something we all endure and ignore so we decided to use that in our beatbox, along with the fact coughing persistently is one of the main signs of lung cancer.”
Visit the Roy Castle Foundation website to find out more about the signs and symptoms of lung cancer.
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Via: Evening Standard

Kellogg’s has planted people carrying a fridge in a suitcase on the London tube

This week, London commuters will find themselves sitting next to people clutching a fridge disguised as a suitcase as part of Kellogg’s push to promote its Special K range.
In front of unsuspecting rush hour commuters, Kellogg’s ‘breakfast team’ are whipping out custom made mobile breakfasting units which are fitted with a fridge full of cold milk as well as compartments containing bowls and cutlery. They also contain spaces to hold boxes of cereal and a thermos flask and juicer.
Kellogg’s has pulled some of the reaction so far to create a short video promoting the Special K range.
The stunt builds on the momentum of last week’s announcement that it had signed TV presenter Tess Daly as the face of the brand. To revive waning Special K sales, Kellogg’s has moved away from dieting slogans has instead focused on trying to change consumer attitudes to health.
“With almost 1 in 3 adults missing breakfast every day, we wanted to show that even for people with the busiest lifestyles, there’s always time for a bowl of Special K cereal,” explained a Kellogg’s spokesperson.
The campaign was devised and executed by creative communications agency Taylor Herring.
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Source: The Drum